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