Bad Boilers Campaign

Simply Warmer

Brand strategy. Campaign planning. Research. Integrated creative. Social.

The Results

The characters we have created and developed are already breathing life into the Simply Warmer website. And Simply Warmer’s engineers are driving vans featuring the brand’s characters big and bold. The TV ads launched on prime time Granada TV this September – supported by an integrated digital campaign. Watch this space…

Starting point.

The only time anyone really thinks about their boiler is when it’s playing up. But, just because boilers aren’t ‘sexy’, there’s no reason for their promotion to be flat and uninspiring. So often it is though. Lifeless, utilitarian and unengaging. Simply Warmer recognised this. And decided it was time for a category game-changer. A campaign which could take on British Gas with a fraction of their budget - where every marketing £ would have to work harder.

Taking the brand further.

First of all, we had to win the competitive pitch for the business. The idea which grabbed Simply Warmer’s attention was the same ‘Ditch your bad boiler’ creative which will introduce Alvin, Dexter and Gilbert to the public. Everyone will recognise the character traits of those bad boilers; grumbly, temperamental, unreliable, a nuisance.

And everyone will appreciate how Alvin’s super-efficiency will benefit their family. It’s a very different way of engaging with people; using warmth and humour – not tradesmen fitting anonymous white boxes to garage walls.

The outcome.

“From day one, these guys have performed strongly. We’ve developed a fantastic working relationship - and from idea creation to campaign management, they’ve always been 1st class."

— Matthew Thomas - Managing Director, Warmer Energy Services.