Vaillant

Leading heating brand Vaillant tasked us with evolving their B2B brand positioning beyond a product-based architecture, to build stronger links with their installer community. We conducted strategic workshops and in-depth interviews to understand the diverse audiences that make up Vaillant’s B2B consumer – identifying needs and barriers before undertaking the complex process of translating the brand's rich heritage into salient messages to communicate to each audience persona.

Using this framework, we developed a powerful brand platform that celebrated real installer success stories, showing how Vaillant's support helped them grow their businesses.

With ‘Vaillant for Life’ we developed a powerful brand platform that celebrated real installer success stories, showing how Vaillant’s support helped them grow their businesses. Through a persona- based approach, we identified key installers from Vaillant’s business customers, and developed a comprehensive messaging strategy that honed-in on key business challenges for individual audiences.

Through in-depth interviews and on-location filming, we captured authentic stories that brought the brand to life. Our launch film captured our installers looking back on key milestones in their personal and professional life, while they reflected on the success they’d enjoyed with Vaillant’s support.

While our print and digital display activity featured a specially created CGI environment, that mirrored our studio set, and utilised a wide range of imagery gathered from our installers, specially created on location.

The creative featured installers reflecting on their personal and professional journeys, heroing on the successes they’ve achieved with Vaillant by their side. The campaign launched the new Vaillant for Life brand positioning, promoted their full system offering and drove engagement across digital, print and trade media channels.