VAILLANT BOILERS: BRAND CAMPAIGN
Going beyond the white box - making Vaillant’s boilers unboring
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Vaillant Boilers
Vaillant boilers were stagnating in the UK. They were trying to appeal to boiler fitters on the grounds of extended warranties. But the competition was catching up. When Vaillant approached us to revamp their fitter advertising we observed something about the entire category... they were all indiscernible white boxes. Zero distinguishing features.
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Vaillant were no exception...
Despite being better engineered than the competition, Vaillant never dared to challenge convention. They advertised to fitters the same way everyone else did - lots of shiny white boxes.
So we broke the mold with breakthrough engineering
The new range of Vaillant boilers are beasts... but they're also beautiful things on the inside - marvels of engineering shelled in unassuming boxes... which we stripped off to reveal the engineering innards.
The finished suite of ads went where no other business dared
In a first-of-it's-kind, we stripped off the white boxes and showed fitters what they were missing out on - better engineering underneath.
This was daring and brave and ooh so simple. I can't believe we hadn't thought of this before, but thats the magic your team brings.
Vaillant
UK Product Marketing Team