Dispensed With A Smile
Feeling blue? #keepsmiling.
As part of their national brand awareness campaign heating specialists, Vaillant, aimed to raise a warm smile and focus on the joy of home and family.
The campaign kicked off at the start of January with national TV advertising across ITV and Freeview channels. The company also launched ‘Warmth Week’; a week of activities created with the aim of spreading warmth and cheer.
Warmth Week featured a ‘smile-activated vending machine’ set up in London’s Victoria Station. Commuters received a free coffee or hot chocolate, dispensed when they smiled. Vaillant also took over the station’s large Transvision screens, running its advert and smile machine snapshots. Participants were encouraged to share their experiences on social media using the hashtag #keepsmiling.
Vaillant have also taken the campaign into outlets, encouraging engineers to take a smiley selfie and upload to Twitter using the #AnotherHappyCustomer hashtag. Participants will be given 500 loyalty points to their Vaillant Advance loyalty account.
As part of Vaillant’s integrated marketing communications strategy the theme has been extended to national media, with an advertising campaign in the Daily Mail and Mail online. The Guardian is running sponsored content and a competition to win a winter warmer hamper while Absolute Radio similarly promote a competition that listeners can take part in.
Vaillant UK commercial director Mark Derbyshire said: “We want Vaillant to be associated with joyful homes and become known as a brand that keeps that most precious of places, your home, warm and welcoming. Our aim is that by enhancing brand awareness with homeowners, installers will benefit when it comes to specification.”