Projects.
Rinnai – Just Don’t Forget…
The project
Rinnai’s full suite of products gets the limelight in a record-breaking TVC campaign.
The puzzle
With some heavy competition in the sphere of heating and cooling products, Rinnai needed to stand out in a crowded market. This meant creating a strong point of difference and moving away from the oversaturated ‘cost effective’ rhetoric.
Rinnai had a full suite of options to offer in the heating and cooling space, and they set themselves an ambitious goal: an increase of 5% audience awareness across Australia and New Zealand.
The solution
SBM’s marketing team built a marketing campaign from scratch, spearheaded by TVCs that would each focus on one of Rinnai’s product offerings. The storytelling and creative focused on three key pillars: comedy, lifestyle & imagination / desire.
‘Step Into Your Comfort Zone‘ was chosen as the key tagline, a play on words that embodied all three of these pillars. Meanwhile, the TVCs were based around the concept of “Just don’t forget…”, implying a level of comfort that makes you forget everything else.
These were also set to air during The Block, creating a strong link between show and product.
The results
After the campaign’s primary run, Rinnai called the SBM marketing team to an impromptu meeting. A third-party assessment had been made of the campaign’s effectiveness, and the results were in: all expectations had been exceeded.
The campaigns surpassed all previous marketing efforts, and awareness of Rinnai throughout Australia and New Zealand had made a massive jump beyond the original 5% target. Rinnai’s hot water service climbed an incredible 7%, while their heating and cooling services saw similar jumps. Four in ten consumers stated that they were likely to purchase from Rinnai after seeing the campaigns.
This success has set the tone for future work, with plans to expand the ‘Step Into Your Comfort Zone’ tagline into further Rinnai campaigns.
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