Launching the new ecoTEC plus
For over a decade, the Vaillant ecoTEC plus had been a defining product of the home heating sector, and the most important boiler in Vaillant’s range. So when the brand decided to refine and update the boiler to reflect evolving consumer needs, they asked us to make sure the industry, and their UK network of installers, were aware that something hugely significant was happening.
To launch the new ecoTEC plus, we developed a fully integrated campaign that included teaser activity, extensive social media content, sales materials, VIP installer trips and a highly engaging launch event.
Deliverables
- Creative campaign concepts
- Campaign strategy and approach
- Social content strategy and delivery plan
- Teaser campaign assets
- Launch campaign assets
Campaign links
Compelling product positioning
Rather than a complete overhaul, the new ecoTEC plus was the result of a series
of critical refinements and performance enhancements. Our campaign theme captured the complex nature of the process, while at the same time acknowledging the classic status of the original ecoTEC plus. The positioning, The Original Remastered, drew parallels with the process of digitally enhancing classic pieces of music and cinema for the modern era. To underline the importance of the new boiler, our approach leaned heavily on Vaillant’s reputation for industry-leading R&D and the expert knowledge of its engineers, and we used language and imagery that gave the new product the technical gravitas it deserved, but without making it appear cold and inaccessible.
Clear, refined messaging
Using the language established by our Remastered theme, we created a comprehensive messaging matrix that allowed us to educate the installer audience on the specific features and improvements Vaillant had made to the ecoTEC plus. We also weaved in crucial details of the reasoning and process behind the boiler and its refinements, as these were just as important as talking about the boiler itself.
A key element in this approach was a CGI film. Built from detailed models of the ecoTEC plus, and incorporating striking R&D imagery, the film captured the essence of the project and set a clear tone for the launch. Right from the initial storyboarding stage to final completion, we worked closely with the Vaillant technical team to ensure the boiler was highly accurate in detail, while ensuring it looked striking and impactful.
Installer Influencer VIP Trip
Because installer feedback had been so crucial to the development of the new ecoTEC plus, getting installers’ acceptance of the product, and including them in the launch, was an important consideration.
To generate excitement among the installer community, Vaillant flew 10 influential installers to their R&D facility in Remscheid, Germany so they could experience, first hand, the impressive amount of R&D that had gone into developing the product. They were blown away. Not only did we film the visit (and their reactions) for use on Vaillant’s social media channels, but we also helped shape a user-generated brief guiding VIPs on how to share their thoughts and feelings with their own online audiences.
The launch event
All of our activity culminated in a spectacular campaign-themed launch event held at the Science Museum in London. Key press and industry people were invited to attend and explore every aspect of the new boiler with the help of the specialist Vaillant team. As well as creating all the content for the event, we filmed the launch, and gathered testimonials from a range of guests to share on Vaillant’s social channels.
Soon after the press launch, the new ecoTEC plus was unveiled to installers at the Installer Show at the NEC. The event included games, Q&A sessions and more opportunities to interact with the product and the specialist Vaillant team.
Sales presenter
As well as all of the campaign collateral, we also worked with Vaillant to develop marketing tools for its sales teams. The digital sales presenter condenses all of the boiler complex advancements into simple selling points that busy installers can digest easily.
The presenter, launch events and the whole launch campaign have been a significant step change for Vaillant’s installer communications and have set a new bar for other marketing activity across the business.
