Ideal Heating
Heart-Warming Moments
Warming-up the category and uplifting awareness with a hollywood approach to brand building
The Challenge
We were challenged to create brand awareness in a low interest category where 2-3 brands dominate. Ideal Heating had concentrated all marketing efforts on the trade, building a solid foundation where installer recommendations and therefore sales were high. As the consumer became more involved in the brand decision through self search, it was vital to increase awareness of the Ideal brand, so at the point of recommendation, Ideal was top of mind.
Our Approach
The boiler is the unsung hero in a home, providing warmth and comfort. But with Ideal Heating, the feelings are made even stronger by the promise of a long term warranty and peace of mind. Ideal customers really do feel loved.
Our campaign brings this idea to life with ‘Heartwarming moments’ engaging the audience by taking instantly recognisable scenes from the classic romantic movies they’ve seen a thousand times. The familiarity makes the ads memorable whilst the romantic connection perfectly portrays how an Ideal Boiler customer will feel loved.
The pastiche style of the campaign coupled with the cameo appearances from Boiler Man, delivers bags of tongue-in-cheek personality and warmth, further reinforcing the feelings we create with an Ideal Boiler and delivering cut through and stand out.
Results
unprompted brand awareness increase