A few weeks ago, LAARS Heating Systems brought us an interesting challenge. Although they have been manufacturing boilers for over 50 years and serve builders, contractors and architects from around the world, they have little brand identification with the end user of their residential products - the homeowner.
We created a TV, radio and online campaign that highlighted their unique marketing position through dialogue that focuses on their name. Our "plumber" can't stop saying "LAARS" because all he does every day is recommend and install LAARS boilers. The creative was designed to be taggable for use with any LAARS reseller or contractor throughout the country.
The challenge they presented us was to find a way to increase their brand awareness with homeowners while at the same time building relationships with their resellers and contractors. Our answer was the "LAARS, LAARS, LAARS" campaign.
We created a TV, radio and online campaign that highlighted their unique marketing position through dialogue that focuses on their name. Our "plumber" can't stop saying "LAARS" because all he does every day is recommend and install LAARS boilers. The creative was designed to be taggable for use with any LAARS reseller or contractor throughout the country.
To create excitement, the call to action offers a chance to win a free boiler and drives people through a vanity URL to a microsite we created that captures new leads for their contractors.