Saatchi & Saatchi HOME OPINION WORK ABOUT US FOLLOW US Vaillant UK: Comfort for your home PLAY VIDEO Vaillant UK: Comfort for your home Vaillant are a premium family-owned boiler manufacturer headquartered in Germany with a longstanding presence in the UK. Our challenge was to raise awareness of Vaillant with the end customer and increase advocacy with installers – the key influencer. Insight #1: Our best hope of influencing the SME installer audience was to influence end-consumers Insight #2: We needed an emotional message around premium comfort to avoid the rational language of the category and justify Vaillant’s premium pricing. The Comfort Zone campaign was centred on a TV ad that produced an advertising experience that actively made the audience feel comfort rather than simply talking to them about comfort. To make the campaign B2B2C, we supported the TV ad with a range of other media channels directed at the installer audience including email, social and print. Results Vaillant Group sales significantly exceeded the underlying market trend Vaillant was responsible for driving the significant majority of underlying market growth Spontaneous brand awareness and ‘relevant set’ perceptions increased significantly pre-to-post campaign Sales leads passed to installers rose dramatically The UK market outperformed other major European markets Social media showed installers loved the ad too Client Testimonial “Comfort Zone is a highly unusual approach for the marketplace, but the campaign had a strong business-case behind it so we were able to convince our stakeholders it was the right thing to do. The immediate feedback from installers in the category told us we’d got it right, and the sales results have followed that through. The return to TV, and the standout approach have had a huge impact on building the awareness of the Vaillant brand, and we will be building on that with an evolution of the campaign later on this year.” Alice Woolley, Marketing Director - Vaillant Facebook Twitter Email Gategroup: Brand Repositioning WORK Oracle: Inspiring Customer Stories WORK Vaillant UK: Comfort for your... WORK Live Experiences & Events: Case... WORK PIMCO WORK PwC Assurance: A Motivating Global Positioning WORK Deutsche Telekom: A Mobile Game... WORK Saab: Bringing The Corporate Culture To Life WORK Vestas: Purpose-Driven Corporate Culture WORK Voltarol: Communicating 'The Joy of Movement' WORK IPSE: New Name, Brand & Identity... WORK Strutt & Parker: Local Business Profile Raising -... WORK Heathrow Express: Realising A Brand Experience WORK LaSalle: Building On Commercial... WORK LOAD MORE Saatchi & Saatchi CONTACT US TERMS & CONDITIONS PRIVACY POLICY OUR ENVIRONMENTAL POLICY MANAGE COOKIE PREFERENCES We use cookies to improve user experience and analyze website traffic. By clicking “Accept“, you agree to our website's cookie use as described in our Cookie Policy. You can change your cookie settings at any time by clicking “Preferences.” Preferences Accept