We’re excited to see the increasing number of our clients willing to be bold in how they achieve visibility within their market. One such example is our latest brand-awareness campaign for Alpha Heating Innovation which included a Christmas television advert telling the heart-warming tale of an Alpha boiler on the journey to its forever home as it learns how warmth can bring a home to life.
From our original concept we developed an engaging screenplay and commissioned a talented animation studio to help realise our vision. Our creative team provided art direction for visual and audio elements as well as the all-important soundtrack to ensure that the finished article competes favourably with some of the best Christmas ads in recent years.
A version of the advert with the Christmas elements removed was created at the same time. This allowed us to extend the life of the campaign beyond the festive period and into the remaining winter months adding value to what would have otherwise been a short-lived campaign.
Our ‘a real boiler’ campaign has been running throughout the festive period with the advert being aired across multiple Freeview channels and reaching in excess of 1.13 million viewers. To find out more, viewers were directed to www.arealboiler.com, a dedicated website where they could watch again, find their local installer from Alpha’s network and request a free activity and information pack.
A story-driven campaign like this required innovative supporting collateral so we created a direct mail activity pack consisting of a concertina leaflet, an activity poster full of games, puzzles and crayons along with the signature piece, a beautifully illustrated children’s story book. Our creative team adapted and extended the screenplay to better suit a story book format and the concept boards were edited to create the feeling of a hand-drawn book.
The campaign was supported by social media activity across Twitter, Facebook and Instagram and YouTube pre-roll teasers alongside email communications with installers who were able to join the conversation using #arealboiler. The levels of engagement have been excellent with total video views exceeding 11k and promoted posts across all channels delivering an average of £0.24p per click with over 2,500 clicks to site.
“In a year when homes have become so important, the message of ‘bring your home to life with a real boiler’ is one that has real significance. With this campaign we want to speak directly to the customer about what Alpha can offer, connect them with a local installer and bring a little joy with the story.”
- Catherine Lawrence, Marketing Manager, Alpha Heating Innovation