Rapport, alongside partner agencies UM Birmingham & McCann Birmingham, has created a smile-activated vending machine, located in Victoria Station, which allows consumers to grab a free coffee or hot chocolate that is dispensed when they smile.
The activation is part of a wider brand awareness campaign for Vaillant heating and hot water systems, aimed at raising its profile, supporting installers and engaging with homeowners.
A team of helpers will also be present at Victoria Station to bring warmth and spread smiles to busy commuters by undertaking random acts of kindness. Consumers will be encouraged to share their experiences through social media channels using the company’s hashtag – #keepsmiling – with tweets appearing live on giant digital screens in rail stations throughout the UK.
The activity is focused around ‘Warmth Week’, starting from Monday 19 January, also typically known as Blue Monday, during which installers are being encouraged to engage with the company via Twitter by following @vaillantuk.
Mark Derbyshire, UK commercial director from Vaillant comments:
“We want Vaillant to be associated with joyful homes and become known as a brand that keeps that most precious of places, your home, warm and welcoming. Our aim is that by enhancing brand awareness with homeowners, installers will benefit when it comes to specification.”
Craig Barber, Head of Innovation & Emerging Media at Rapport says:
“The use of technology has allowed us to create an activation that rewards commuters for their participation. This fresh approach for the category will engage consumers and raise Vaillant’s profile, helping associate the brand with joy and warmth.”