Creative, Advertising, Video, Digital, Media Strategy
Client
Rinnai
Services
Creative, Strategy, Advertising, Media, Video, Digital, Social
The Challenge
Rinnai wants to be top-of-mind for replacing a conventional tank water heater with their smarter, more reliable tankless model. But knowing what they know after years as a market leader, they told us timing is everything. Homeowners only tend to make such an upgrade when their current unit starts to misbehave or all-out quit. They engaged Miller Brooks for a campaign targeted at consumers that would help the Rinnai name be first on the list when the day of reckoning—and a quick decision—arrives.
The Answer
We tapped into the idea that hot water needs to be there when wanted and needed to make today’s families happy and healthy. In this light, an old, malfunctioning tank water heater isn’t exactly helping. After characterizing the tank water heater as an unwelcome freeloader in video, digital ads and social media posts, we made sure the story would be seen by just the right eyes. Thanks to access to a deep set of specific data, we targeted ads only to households most likely to purchase a tankless water heater when the time comes. In all markets, we exceeded click-through rates over the industry benchmark. And in select markets, we surpassed the benchmark of 95%, with one market at nearly 100%. And, oh yeah, the client loves the work.
