The Magnificent 7

Ideal Heating is one of the UK’s leading suppliers of heating solutions including domestic boilers, controls and renewable energy products such as solar thermal and air source heat pumps.

The challenge
Ideal wanted to increase its market share within the industry with its new and improved Logic+ range, by highlighting its seven-year warranty - a first for an industry where warranties are typically just five years.

Following a competitive pitch, Ideal Heating chose integrated marketing agency, Turn Key, for its imaginative “Magnificent 7” campaign.

The brief was to launch the Logic+ seven-year warranty into the market to attract new customers and drive sales while working towards the following objectives:

• Drive sales
• Build positive associations with the Ideal brand
• Deliver obvious reasons to switch to Ideal
• Create sustained noise over the six month period

The solution
Targeting both merchants and installers, Turn Key launched a seven-month ‘benefits’ campaign highlighting key reasons to choose Logic+. Counting down seven months to December 2012, with monthly campaign bursts across SMS and emailers, created urgency to register the seven-year warranty that was available for this limited time only.