LATEST WORK
see moreEngaging plumbers online
Thermoboard: UFH specialists, but a name that’s ‘new’. So how to convince installers?
Thermoboard. As a name, it goes back a long way. So does the special experience behind it. But now it’s being positioned as the brand to represent Wavin underfloor heating [UFH] systems to general plumbers.
Problem: most installers will think it’s a newcomer.
Our Task
Reality: Thermoboard has more technology and systems than any other player in the UFH sector. A leading pioneer, rather than follower, with a solution for almost every UFH situation.
Need: break through the inevitable “Thermo-who?” barrier of many installers. And differentiate the brand from established, more recognisable rivals.
Action and Output
- Our answer - an online competition with a difference: firing up installers’ imagination. A creatively focused bid to take ‘ownership’ of “UFH”. We invite plumbers to suggest other meanings for those initials.
- Series of ads, and direct and digital mailings: driving readers to the campaign website. Each ad has an eye-catching image depicting a bizarre interpretation. It’s all a counterpoint to the serious message: Thermoboard – UFH, it's what we do.
- Site visitor engagement: input of entries and datacapture over several weeks. Popular feedback creates a short-list. Then a final poll finds the winner of free UFH products.
Result
- Hundreds of entries and 000’s of competition site visits over the campaign period.
- Valuable opt-in contributions to email list-building for ongoing contact programme.
- Multi-media campaign puts Thermoboard ‘on the map’ – fast.