Baxi Ecobuild

The challenge 
Baxi is a manufacturer and distributor of innovative heating and hot water solutions, serving a wide customer base, from social housing specifiers and contractors to one-off installers.

The Baxi brand has a long and impressive heritage, having seen significant growth across a number of European markets through the 50s, 60s and 70s. However, its strong level of customer brand awareness was driven predominantly by an older generation of customers.

Having struggled to clearly define its brand proposition in recent decades, Baxi found there was a lack of current brand understanding, with installers (and consequently customers) switching to competitor brands with better marketing support. 

The garden solution
Baxi turned to Connect Advertising & Marketing to help boost brand awareness, selecting the agency because of its strategic insight and understanding of the sector (Connect having worked with brands including Tarmac and Calor). 

The platform chosen to springboard awareness of Baxi in the current B2B market was Ecobuild 2013, the world’s biggest event for sustainable design, construction and the built environment.