Vaillant launched its biggest UK multi-media marketing campaign ever on December 11th, aimed at helping homeowners find their comfort zone this winter.
Intended to raise awareness of the brand and drive homeowner demand to its loyal Vaillant Advance installers, the campaign also includes social media and online advertising to further support these objectives. The TV advert is based around a 60-second launch spot, which will air on ITV, during Coronation Street.
Advance installers were the first to see it when they get a sneak-peak of it days in advance of the TV airing via the Advance website. To further support Vaillant’s loyal Advance installer network, a variety of related marketing assets have been designed for them to use within their own marketing campaigns. The Comfort Zone packs include leaflets, posters and email content.
Describing the commercial (found below), the company says: “The Comfort Zone commercial focuses on a perfectly content cat, half-asleep in a heap of plump cushions in a cosy room, in which cookies are baking, ready to join two steaming cups of tea. The candle lit room is a safe haven from the harsh, cold winter weather outside. The hero of this comforting scene is the Vaillant VRC 700 linked to the Quietmark-accredited Vaillant boiler in the corner, which is keeping the room at a comfortable 21 degrees.”
“We encourage installers to become part of the Vaillant Advance loyalty programme in order to gain access to campaign assets that will help their businesses reap the rewards of our campaign…”
The VRC 700 weather compensating programmable room thermostat is also said to be the hero of the film as it effortlessly controls the heating and hot water supplied by the ecoTEC exclusive with Green iQ. Together, the boiler and control ensure that the system is operating at peak performance, always maintaining optimum efficiency. Both the wired and wireless versions work with all current Vaillant products, including boilers, heat pumps and intelligent hybrid duel-fuel systems. The whole system can be monitored, controlled and altered remotely using the VR920 – allowing access from a smart phone app, from anywhere in the world.
The film, created by Saatchi & Saatchi pro, was said to be inspired by the craving of comfort, warmth, cosiness and peace of mind. It puts the boiler at the centre of the narrative – the heart of the home, keeping it warm and providing endless hot water, anytime, for families all over the world.
Alice Woolley, Marketing Director at Vaillant said: “Winter is when we all rely on our heating to ensure that we have a warm and cosy place to give us comfort from the harsh conditions outside. Our homes should be our sanctuary from the unending noise of the outside world. Vaillant are world experts in providing innovative, unobtrusive and intuitive technology, like our VRC 700 system, that ensures that everyone can find their own comfort zone at home. This campaign brings together these elements in a reassuring way, ensuring the Vaillant brand is synonymous with reliable comfort.”
The TV spot is supplemented with digital display advertising; online activations that encourage the viewer to find their own comfort zones by serving personalised content; and a PR campaign to generate stories around the nation’s definition of comfort.
Alice added: “We have created the Comfort Zone campaign with our installer partners in mind. We are investing significantly in our campaign to support our loyal installers. We encourage installers to become part of the Vaillant Advance loyalty programme in order to gain access to campaign assets that will help their businesses reap the rewards of our campaign to drive consumer demand for our products in the marketplace.
Updates to the Vaillant app (on both Android and Apple) and the website – www.vaillant.co.uk – will aim to reflect the campaign.