OF A KIND launches ‘Vaillant for Life’ brand platform

In 2024, Vaillant asked OF A KIND to help evolveits positioning to create a stronger emotional and commercial connection withits installer community. The aim was to build a platform that reflectedVaillant’s long standing commitment to helping installers succeed, not justthrough products, but through partnership, support and shared growth.

Working closely with the Vaillant team, OF A KIND delivereda series of strategic workshops and audience research sessions to explore themotivations, pressures and ambitions of installers across different stages oftheir careers. This insight led to the development of Vaillant for Life,a brand platform built around celebrating real installer journeys and the roleVaillant plays in helping their businesses grow.

A persona based approach was used to identify keyinstaller audiences within Vaillant’s customer base, allowing messaging to betailored to the different challenges faced by sole traders, growing businessesand established firms. From this, a comprehensive communications framework wascreated, ensuring the platform could flex across channels while remaininggrounded in real world experience.

To bring the idea to life, OF A KIND conducted indepth interviews and on location filming with a selection of installers fromacross the UK. The launch film focused on installers reflecting on definingmoments in both their professional and personal lives, highlighting how theirrelationship with Vaillant had supported them at key points in their journey.

The wider campaign extended this storytelling intoprint, digital and trade media. A specially created CGI environment, designedto mirror the studio set used in filming, provided a consistent visual backdropacross all creative. This was combined with photography and footage captured onlocation to create a rich and authentic portrayal of the people behind thebrand.

The creative centred on installers talking honestlyabout their experiences, celebrating the milestones they had achieved withVaillant by their side. Alongside promoting Vaillant’s full system offering,the campaign introduced the new Vaillant for Life positioning andreinforced Vaillant’s role as a long term partner to the trade.

By shifting the conversation away from purely rationalproduct messaging, the campaign helped Vaillant stand out in a highlypromotional B2B market. The result was a more human, more emotionally resonantplatform that positions Vaillant as the brand installers can build theirbusiness with for the long term.