Vaillant Boilers
Combi-boilers are something no one thinks about until they go wrong. We were tasked with making Vaillants new boiler range an essential Xmas purchase to ensure lasting comfort. Easier said than done.
Problem
Vaillant are one of Europe's leading combi-boiler manufacturers. Unlike other modern technologies that demand our attention, Vaillant's smart heating technology acts as a silent partner - delivering constant, reliable comfort.
Big Idea
Create the worlds most comforting ad campaign - proven by science.
Creative Solution
An integrated campaign led by a TV ad where every element – from props to camera movement - was designed based on social listening or scientific research to deliver proven comfort.
The Comfort Zone
It wasn’t enough to source an apartment, the apartment featured in the worlds most comforting TV ad was so bespoke, we had to build it. The entire set was constructed on a soundstage, complete with every single element, determined by our focus group, to deliver on the promise of comfort – not forgetting the star of the show – Vaillant's top spec boiler.
The Finished TVC
The finished ad plays out over 30 blissful seconds of comfort – moving from a closeup of the sleeping ragdoll cat, outwards to reveal the full apartment, powered by the combi-boiler. This ad has an incredible shelf-life and still plays several years later on the food channel.
We've seen a 20% increase in sales this Xmas period - thats a four-fold increase over previous years. Well done all.
Vaillant
Marketing Team
Crowdsourcing Comfort with Focus Groups
Vaillant's proposition ‘comfort for your home’ means something different to everyone. For some, comfort means peace of mind through the reliability of the boiler. For others, comfort means literal heat from radiators and showers. We took everyone's thoughts around comfort and used them to create the worlds most comfortable TV ad.
One of the secrets behind the most comforting ad of all time was a focus group assigned to approve each and every facet of the TV ad - through biometric testing. Where other companies could claim to provide comfort, we were able to prove that this space, these textiles, the hue of the lighting, the sounds contained therein, the score, SFX and the very speed of the camera movement provided maximum comfort.
