Job to be done
Drive awareness of air source heat pumps to AB1 homeowners aged 55-65 and educate them on the benefits of having one to heat and cool their homes to position Daikin as a trusted leader in the sustainable heating space.
Strategic approach
We placed air source heat pumps alongside other key home must-haves to showcase how they should be an integral part of a modern home, while demonstrating that an inefficient home is outdated.
Creative
Working with renowned interior designer, Laurence Llewelyn-Bowen, we conducted research for Daikin and leveraged our insights to deliver a compelling multi-media campaign, highlighting the insight that Brits’ ideas of a classic home are changing as a result of people being more conscious about their home’s impact on the environment.
Pairing insights with video, we created content demonstrating air source heat pumps in a wider setting at an eco-home, with our spokesperson, Laurence, myth-busting misconceptions about air source heat pumps in his fun tone to engage consumers on a serious topic. We pitched the research story and content to national, regional and specialist home and Heating, Ventilation and Air Conditioning trade media, additionally regionalising the research results to drive further awareness specific to Daikin’s top target areas trade media, additionally regionalising the research results to drive further awareness specific to Daikin’s top target areas for growth.
We additionally shared results from the research on Daikin’s social channels as a quiz to test people’s knowledge of modern home must-haves, along with a hero video of Laurence bringing the campaign to life.
Results
- 25 pieces of coverage achieved across national, trade and regional with strong brand messaging throughout, including securing page three half-page print feature in Daily Mail.
- Total media reach was 187,757,943, with 100% brand mentions and 80% including a link back to the campaign landing page.
- Social content reached 637,735 accounts, receiving 1,198 engagements