By Mark Willis
It’s a sunny spring afternoon in an idyllic wooded slice of Midwestern suburbia. A place nested just so at the end of a quiet lane, providing respite from the busy city streets beyond. A family has gathered in a well-lit, tastefully appointed room. Here in this safe space, it’s a time for sharing, truth-telling and getting it all—as uncomfortable as it might be—out into the open.
And oh, yeah. Cameras were rolling on the whole thing.
Welcome to our consumer video shoot for Rinnai. The piece itself was central to a larger campaign aimed at making the brand’s reliable, efficient tankless water heaters top of mind. Watch it now and see how the finished 60-second piece turned out.
Making it memorable.
It’s good for everyone when clients want something other than the expected, safe, or same ol’ same ol’. They get work more apt to be sticky and memorable. Agency denizens get to hone their chops. And consumer audiences get to see, feel and experience stories and ideas that make them laugh, think and take notice.
For Rinnai, this stickiness was critical. Their research told us homeowners tend to only think about water heater replacement when the current one begins to behave poorly or conk out completely. And when that moment arrives, Rinnai wants to be top of mind.
Making it strategic.
In our shop, it’s a mantra. As fresh and “creative” as great creative can be, it’s got to be paired with solid strategy to drive the results clients like to see. Since our consumer campaign for Rinnai tankless water heaters was built on a clear research insight, it started on a strong foundation. We also leaned into a simple, memorable message of “Yank the Tank™” that resonated with both consumers and trade pros alike.
But it was smart media targeting and partnerships that garnered measurable success.
Thanks to a relationship that gave us access to a rich set of data, we served ads specifically to households that met a narrow criteria of income level, age of home, and use of gas/propane. As in, those households most likely to purchase a tankless water heater when the time comes.
We also made good use of partnerships of a different sort. Again, based on data, we chose strategically sound local markets in which to sync up with local Rinnai plumbing pros. Customized calls-to-action pointed clicks and inquiries to their businesses for immediate follow-up.
So, how’d we do?
Anecdotally, the client loves the work, and there’s more to come—including additional dollars behind the campaign’s continuation and extension into expanded markets.
By the numbers, it’s pretty hot. In all markets, we exceeded Facebook and Google click-through rates by several percentage points over the benchmark. Completion rates for video served over the Internet and through connected streaming devices surpassed the industry benchmark of 95%, with one market at nearly 100%.
A final analysis.
Yes, casting an old, rusty tank water heater as a sketchy, unreliable household freeloader in need of a therapist’s intervention was a bit unorthodox. But maybe, given the actual family feuds that result from the absence of hot water, it was as real as it gets. Rinnai bought it for exactly those reasons.
If you’re looking for a marketing communications partner who can take a creative idea and run with it—smartly, strategically, and with an eye to ROI—contact us. We’ve got some stories to share.
