Builders Merchants Journal – BMJ Publishing to Builders Merchants and the UK merchanting industry for more than 95 years
Boiler maker Vaillant has launched its latest homeowner-targeted TV advert, designed to increase awareness of the brand and, therefore, sales for its merchant and installer customers.
Featuring a luxurious comforting bathroom scene, the new advert hones in on the fact that homeowners can save 30% on their energy bills with a new A-rated Vaillant boiler. The campaign will build on the success of the original ‘Get into your Comfort Zone’ advert, which was viewed 1.8 million times, with 3,847 showings on primetime TV. This led to a 65% increase in leads compared to 2018; an excellent boost for Vaillant Advance installers across the country.
It will be combined with significant investment into both online display advertising and also Google Search Engine advertising.
Alongside advertising on primetime TV, Vaillant also secured a radio sponsorship deal with Classic FM. The station will be running competitions on the theme of ‘Get Into Your Comfort Zone’ with three prizes up for grabs:
- October: A luxury log cabin break
- November: The ultimate cosy night-in home cinema package
- December: A lavish Christmas dinner delivered to your door
As a national radio station with a weekly audience of 5.3m people, over 3m Facebook followers and a social media reach of 366m, Classic FM will put Vaillant in minds of many homeowners.
Alice Woolley, director of marketing UK & Ireland at Vaillant, says: “As part of our long-term strategy to become the number one business partner for installers, we plan to continue consumer advertising to keep Vaillant in the mind of the homeowner and help our customers to secure sales.”
