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    The Client

    ADEY Professional Heating Solutions are the
    UK’s leading manufacturer of central heating magnetic filters,
    chemicals and cleaning systems for the domestic and
    commercial markets. Its key domestic product,
    MagnaClean® removes iron-oxide ‘black sludge’ from
    central heating systems, ensuring optimum performance,
    energy efficiency, less breakdowns and cost
    savings for homeowners.

    Sold to independent central heating installers via plumbing merchants,
    over 5m homes in the UK and Europe have a MagnaClean® filter,
    which are traditionally fitted during a new boiler or central
    heating system install.

    The challenge

    Research identified that installers seldom fitted
    a MagnaClean® when undertaking a repair or a service
    in a customer’s home and with the onset of the key
    winter season, ADEY wanted to develop a campaign
    to reach and engage with installers.

    The goal was to promote the retrofitting of a MagnaClean®
    when in a customer’s home – driving additional product
    warranty registrations.

    The Solution

    The team at Really B2B decided to convey the campaign
    message in a fun and engaging way, using tongue-in-cheek
    humour which was perfect for the heating installer audience.

    The campaign theme was loosely based on the bright
    and loud noughties’ MTV show Pimp My Ride hosted
    by rapper Xzibit, where contestants take a car in poor condition,
    restore and customise it. Rendered graphics of boilers
    featuring spoilers, aerofoils and vinyls were used to visually
    illustrate how installers could ‘pimp’ their customers’ boilers,
    increasing the boilers life, enhancing heating efficiency
    and reducing costs. And by association, installers would
    be ‘doing their customers a favour’, elevating the perception
    of the installer as a trusted tradesman and securing loyalty
    through customer satisfaction.

    Target audience

    Communication channels

    The Creative

    Campaign Results

    Campaign Results

    The Pimp Their Boiler retrofit campaign was hugely successful for the business. Brought to life in an incredibly engaging way which resonated 100% with our audience, it made a significant impact on product warranty registrations.

    Senior Marketing Manager
    ADEY