Vaillant has launched a new consumer TV ad campaign designed to raise awareness of the brand and drive business to gas engineers.
The new commercial focuses on the fact that homeowners can save 30 per cent on their energy bills with a new A-rated Vaillant boiler. The campaign will build on the success of the company’s original ‘Get into your Comfort Zone’ advert, which led to a 65 per cent increase in leads for Vaillant Advance engineers compared to 2018.
The TV campaign will be combined with online display and Google search engine advertising to drive more clicks to the ‘Find an Installer’ tool on Vaillant’s website.
George Kerr of GDK Plumbing found the increase in brand awareness during the previous campaign made a difference to his business: He says: “Once customers see the Vaillant brand on TV, they recognise it as a company which supports customers and engineers, so I’ve got less work to do in educating them that Vaillant is the best boiler for them.
“It’s also great that the website ties into the adverts. As my customers tend to be 20 to 30 miles away, I email over my quotes with a link to the Vaillant site, and the fact that the same sort of imagery is used helps to trigger the homeowner’s memory of the advert, again adding that extra level of trust.”
Vaillant has also secured a radio sponsorship deal with Classic FM. The station will be running competitions on the theme of ‘Get Into Your Comfort Zone’, with three prizes up for grabs:
- October: A luxury log cabin break
- November: The ultimate cosy night-in home cinema package
- December: A lavish Christmas dinner delivered to your door.
Gas engineers can download a free digital asset pack based around the TV campaign from Vaillant Advance, including images, social media banners, leaflets and even van wraps. New credentials leaflets and quote folders will make for an effective homeowner pack for engineers to use at point of sale.
Alice Woolley, director of marketing UK & Ireland at Vaillant, says: “We’ve been very pleased with the results of our television campaign so far and we’re especially happy that this has been reflected in the comments we are receiving from engineers. With our ‘Find Your Local Vaillant Installer’ page, homeowners can see the advert and quickly connect with their local Vaillant Advance installer.
“As part of our long-term strategy to become the number one business partner for gas engineers, we plan to continue consumer advertising to keep Vaillant in the mind of the homeowner and help our customers to secure sales. This significant investment in homeowner marketing is all part of our Proudly Supporting Installers campaign.”