Winter 2022 sees Glow-worm back with its latest homeowner awareness campaign, featuring adverts across various media platforms including TV, radio, and YouTube.
Last year, Glow-worm released its first TV advert in over a decade, which followed two characters in Research & Development as they discussed the qualities needed into a Glow-worm boiler: efficiency to help save on energy bills, long term reliability, and being recommended by installers. The advert reached more than 23 million viewers across channels including ITV, Channel 4, and Sky.
The updated TV advert focuses on how Glow-worm boilers can help save homeowners money on energy bills and offer increased connectivity via an app to improve energy efficiency. Glow-worm has invested in an advertising programme that is targeted to reach over 105 million homeowners across Britain, helping to generate valuable sales leads for its Club Energy installers as they head into the busiest time of year.
Alongside the TV advert, Glow-worm will also be back on the airwaves with its radio advert which is expected to reach more than 80 million listeners between now and November. The radio advert will be played across Absolute Radio and Radio X, meaning homeowners have twice the opportunity to find out how Glow-worm has been ‘Keeping Britain Glowing’ since 1934.
Alice Woolley, Marketing Director at Glow-worm, says: “Last year we renewed our investment in the Glow-worm brand to increase awareness among homeowners. We know this winter is going to be both busy and challenging for installers for many reasons, as the energy crisis continues to loom.
“Where customers do need to make an investment in a new boiler, they will be looking for reliable products that are efficient and will deliver energy savings, which is where Glow-worm can help. As part of our long-term strategy, we’re continuing to invest in TV, radio, and in YouTube advertising, to ensure recommending Glow-worm products to customers remains as easy as possible; helping to keep installers’ businesses and homes across Britain glowing.”
