Supporting a brand, supporting its installers
Vaillant prides itself on offering its network of boiler installers a premium product, backed by premium support in the form of industry-leading rewards, training, business advice and much more.
For 2021, the company wanted to build on its existing Proudly Supporting Installers approach by placing more focus on its three key areas of support: Innovation, Business Support and Sustainability, and creating three related campaigns that informed installers about the lengths it goes to to be a great partner.
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Deliverables
- Integrated campaign
- Social content
- Press ads
- Animation
- Digital and video
- EDM
Our strategic approach
As with any integrated campaign, the first step was to decide on our strategic approach. With lots of technical details and offers to get across in each campaign, we needed to make sure the messaging was delivered in a structured way throughout the year.
We worked closely with the Vaillant team to decide on a hierarchy of messaging, and we created a messaging matrix document which allowed them to collate and share all the knowledge they had. Once we had the relevant information, we went to work simplifying the messaging and creating a wireframe document so the team could see how it was going to be conveyed.
The identity
Once the messaging was agreed, we crafted a look and feel for the campaign. We shared three initial creative visions, and together we agreed on a montage approach. This allowed us to show the various different elements involved in each of the three support pillars, while also maintaining a common visual style that linked the three campaign pillars together.
From a headline perspective, we settled on an approach that featured provocative questions. We wanted the installers to challenge their own thinking about Vaillant, and also rethink how they see Innovation, Business Support and Sustainability. We made sure to include secondary messaging around the Advance Loyalty scheme, with all calls to action driving the audience sign up page.
User-generated content
Working with the client and our partner PR agency, we gathered stories and quotes from Vaillant installers and Vaillant members of staff to inspire a suite of UG videos.
Creating well structured UG content can be challenging as people’s ability and comfort levels in front and behind the camera can vary widely. To make sure the content we gathered was well structured and consistent, we supplied all individuals involved with a clear and concise brief to follow, and either a guide script to work from, or a set of simple questions to answer.
The stories saw installers demonstrating the products and providing installation guides, and staff talking through the finance packages available to Advance members against a greenscreen set-up.
The final content was edited and designed with the pre-existing look and feel to tie it into the wider campaign.
