Vaillant is bringing Warmth Week™ to the UK this week in an interactive campaign planned and bought by Rapport and McCann Central to help its client raise awareness of its brand directly to consumers at this strategically important time of the year.
This year’s campaign, which kicked off on Blue Monday, a day when the nation is said to be at its lowest ebb, builds on the success of last year. To spread warmth and joy to cities across the UK, Rapport and UM Birmingham have created a “home from home” experiential area, which includes the Vaillant ‘Smile Station’ consisting of a smile activated hot drinks vending machine and pop up snug area to give visitors respite from the cold snap.
A team of helpers are also handing out free warmth kits to help visitors keep smiling all day long, and consumers are being encouraged to share their experiences through social media channels using the company’s hashtag #keepsmiling.
The tour is taking place at railway stations, specifically Birmingham New Street, Manchester Piccadilly and Glasgow Central. Vaillant branded promo staff are distributing goodie bags full of warming kit at each location and further support is bring provided by premium digital OOH formats within the stations as well as gracing the new high impact Eye digital screens at Birmingham New Street.
Darren Copland, Business Director at McCann Central, commented:
“The activity was structured around the central insight connecting Vaillant’s various audience segments – the sense of joy, pride and sanctuary brought to them by their home. This home environment is only enabled by the tireless work of hidden domestic appliances…the Vaillant boiler, the silent stalwart of a warm, happy home. So Vaillant will be helping the nation get through the working week by bringing them a little warmth when away from home, as well as showing them how to dial up the comfort of their own homes during the winter period.”