CHALLENGE
People
don’t seek air and water equipment. What they are seeking is a
reliable, efficient source of comfort.
INSIGHT
What’s
complicated for most consumers is we do not buy HVAC equipment or water heaters
in the same way we do a sweater or shorts. What’s complex for the architect,
contractor, service company or energy utility is they are buying, selling, and
servicing HVAC equipment all of the time. Too often, for Rheem,
the result was a cold world of commoditization. Or they could focus on winning
over contractors’ recommendations and re-establishing consumer recognition.
STRATEGY
Change the story from replacement
headaches, sameness, or complex cost matrices to an engaging truth called “The
New Degree of Comfort”.
Unless you move people from the nuts and bolts of these products, it’s still
metal boxes, tubes, and ducts. Anchored by its positioning, The New Degree of
Comfort, we put people into the story and made a universal symbol represent the
ultimate benefit: Comfort.
To support this customer-centric positioning, we developed a media strategy and
plan to amplify Rheem and simplify the customer’s purchase decision. What’s
more, in seeing our holistic campaign employees were energized with purpose.
Contractors more easily identified the Rheem value proposition. Customers cut
through the clutter for, yes, a new degree of comfort.
RESULTS
Drove 32% increase in consideration intent 16% improvement in brand favorability
Drove 45% increase in site traffic
107,000+ unique email opt-ins
"TRIUNION helps us punch above our weight."
