The Objective
Fläkt Woods are a market leading fan manufacturer and Datadrum were asked to launch a new warranty scheme that was unique to the industry. The target audience was Heating and Ventilating Contractors and we needed to quickly raise awareness of the new scheme.
The message
Our creative team developed the “Don’t Gamble with other people’s fans” message. We wanted the message to be simple and aggressive in an uncompromising market. We also wanted to state that only Fläkt Woods had the confidence in their products reliability to offer such a warranty. The dice imagery and message was presented to the client who didn’t need much persuading.
The delivery
An integrated B2B campaign was devised to cost effectively target the market over 3 months. The campaign was launched at the HV07 exhibition, NEC in March 07. The stand included a giant dice to gain as much interest as possible.
The “Don’t Gamble ” campaign was then rolled out across ads in trade press, direct mail to the top 200 contractors and distributors, trade press coverage and interviews and email and internet marketing.
The results
Enquiries have been flooding in and feedback has been very positive, The campaign has achieved a high awareness in the industry and has strengthened Fläkt Woods position as a market leader based on quality and reliability.