Vaillant—

Keep smiling.

Issue

With boilers and heating seen as low interest topics, engagement levels in the category were very low. Here's where we step in.

Vaillant Keep Smiling Stand

Insight

Research showed that different target audience segments were connected by a need for joy in their lives. The importance of the home as a sanctuary and a source of pride was another unifying theme.

Idea

We created ‘Warmth Week’. This multi-channel burst of activity reconnected people with the joy of their homes and was centred around Blue Monday – known to be the most depressing day of the year.

Impact

The campaign was a huge success in terms of reach, engagement and data gathering.

The smart vending machine detected 5,735 smiles and 1,568 drinks were dispensed – an interaction every 30 seconds on Blue Monday. Our bespoke Guardian online hub generated 19,188 unique visitors to with 5,355 competition entries (+50% above average). Over 5,000 customers subsequently opted in to future communication from Vaillant.

Smiles all round.

  
19929
Calls to Absolute Radio during ‘Warmth Week’
7453
Absolute Radio online competition entries

Client

client logo

Location

  • Birmingham

Capabilities


Specialities

Case Study—
Gtech, The AirRam soars.

McCann
Birmingham.

Contact

Communications House,
Highlands Road,
Shirley, Solihull,
West Midlands B90 4WE

Switchboard

0121 713 3500

New client?

Please contact:
Jonathan Jesson
07837 595 782
jonathan.jesson@mccann.com

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