Vaillant is aiming to raise a warm smile as part of its national brand awareness campaign, which focuses on the joy of home and family. The campaign kicked off at the start of January with national TV advertising across ITV and Freeview channels.
On 19 January – this year’s so-called Blue Monday – the company will also launch ‘Warmth Week’; a week of activities Vaillant says it has created with the aim of spreading warmth and cheer.
Warmth Week gets under way with a smile-activated vending machine set up in London’s Victoria Station on Monday, when travellers will be able to grab a free coffee or hot chocolate, dispensed when they smile. Vaillant will also take over the station’s large Transvision screens, running its advert and smile machine snapshots. Meanwhile people will be encouraged to share their experiences on social media using the hashtag #keepsmiling.
Vaillant will also bring the #keepsmiling campaign into outlets, encouraging engineers to take a smiley selfie and upload to Twitter using the #AnotherHappyCustomer hashtag. Participants will get a bonus of 500 loyalty points to their Vaillant Advance loyalty account.
The theme will extend to national media, with an advertising campaign in the Daily Mail and Mail online. The Guardian will run sponsored content, with a competition offering winter warmer hampers, while a competition for Absolute Radio listeners will run throughout the week.
Vaillant UK commercial director Mark Derbyshire said: “We want Vaillant to be associated with joyful homes and become known as a brand that keeps that most precious of places, your home, warm and welcoming. Our aim is that by enhancing brand awareness with homeowners, installers will benefit when it comes to specification.”
More information on Warmth Week at www.vaillant.co.uk, the company’s Facebook page, Vaillant UK, or by following @vaillantuk on Twitter. The new TV advert can be viewed on the company’s YouTube channel, VaillantUK.