Context
Air source heat pumps (ASHPs) are central to the UK’s shift toward low-carbon homes, yet awareness and understanding among homeowners remains low.
Daikin wanted to reach AB1 homeowners aged 55–65, positioning ASHPs not as a niche eco-upgrade but as a modern home essential. The challenge was shifting perceptions from unfamiliar technology to something aspirational, practical and relevant to how people think about their homes today.
Strategic Approach
Today’s homeowners increasingly see sustainability as part of a well-designed home. If ASHPs could sit alongside other desirable home upgrades, they could feel less like technical infrastructure and more like a natural part of modern living.
Creative Concept
We partnered with wildly creative interior designer Laurence Llewelyn-Bowen to bring the story to life. Using Daikin research showing attitudes toward the “classic British home” are evolving, we created a multi-media campaign positioning ASHPs as part of the future of home design.
Filmed in an eco-home setting, Laurence myth-busted common misconceptions about heat pumps in his signature engaging style, demonstrating how sustainable heating fits naturally within a stylish, modern home.
The campaign combined research-led storytelling, video content and targeted media outreach, with regionalised data helping secure coverage across Daikin’s priority growth markets.
Full Colour
Result One:
National storytelling
25 high-impact placements across national, regional and trade titles, including a standout half-page feature in the Daily Mail, carefully shaped to ensure depth of message and reinforce key brand narratives
Result Two:
strong reach & visability
187.7m total reach, with 100% brand mentions and 80% linking to the campaign landing page
Result Three: Engaged social audiences
Campaign content reached 637k+ accounts, generating 1.2k engagements