Biometric-powered ad campaign
Vaillant boilers:
The Comfort Zone
I created the worlds most relaxing ad campaign, by crowdsourcing ‘comfort’.
Problem - Vaillant are one of Europe's leading combi-boiler manufacturers. Unlike other modern technologies that demand our attention, Vaillant's smart heating technology acts as a silent partner - delivering constant, reliable comfort.
The Big Idea – Create the worlds most comforting ad campaign - proven by science.
Creative Execution – An integrated campaign led by a TV ad where every element – from props to camera movement - was designed based on social listening or scientific research to deliver proven comfort.
Crowdsourcing comfort using focus groups.
Vaillant's proposition ‘comfort for your home’ means something different to everyone. For some, comfort means peace of mind through the reliability of the boiler. For others, comfort means literal heat from radiators and showers. We took everyone's thoughts around comfort and used them to create the worlds most comfortable TV ad.
One of the secrets behind the most comforting ad of all time was a focus group assigned to approve each and every facet of the TV ad - through biometric testing. Where other companies could claim to provide comfort, we were able to prove that this space, these textiles, the hue of the lighting, the sounds contained therein, the score, SFX and the very speed of the camera movement provided maximum comfort.
Focus group findings.
The focus groups told us that ‘comfort’ went well beyond simple soft furnishings. People found comfort in other places – in art or in plant life.
Comfort also transcends the physical – people find comfort in spacial audio – so we added rain into the background of the TV set – and sense of smell – so we baked cookies in the oven.
Even the movements of the camera rig were designed to invoke a sense of comfort – the entire ad is show in one single, smooth dolly shot and programmed arm.
Bringing it all together
into one comfort zone.
It wasn’t enough to source an apartment, the apartment featured in the worlds most comforting TV ad was so bespoke, we had to build it. The entire set was constructed on a soundstage, complete with every single element, determined by our focus group, to deliver on the promise of comfort – not forgetting the star of the show – Vaillant's top spec combi boiler.
Step into your comfort zone.
The finished TV ad.
The finished ad plays out over 30 blissful seconds of comfort – moving from a closeup of the sleeping ragdoll cat, outwards to reveal the full apartment, powered by the combi-boiler. This ad has an incredible shelf-life and still plays several years later on the food channel.
Building out the campaign to other platforms and formats.
While the TV ad delivers mass comfort, digital promises bespoke comfort. By utilising targeting tactics, we can deliver personalised content to ensure everyone finds their very own comfort zone.
In addition to the owned channels (right) we also reached out to niche influencers in areas like ASMR, to deliver bespoke comfort to entirely new audiences.
Contextual ads rub shoulders with likeminded content.
Tactically delivering moments of calm through careful ad buys alongside relevant content.
Sponsored advertorial in fun and unusual spaces.
Working with key publications to educate homeowners on heating technology investments.
The results speak for themselves…
22%
INCREASE in sales over the previous year – that’s 15% higher than anticipated.