Agency: Poulter PLC | Authors: Chris Ward |
Area Awards 1995 Grand Prix Winner: Direct Response Campaign
Hepworth Heating, Glow-worm Boilers
How Glow-worm Boilers created an effective consumer dialogue for their 'Energysaver' range of boilers
Introduction
When was the last time you saw boilers advertised on TV? And for those ads to be direct response?
This case history briefly summarises how Poulters designed a direct response television campaign which not only challenged the traditional hierarchy of 'selling through' the trade via builders merchants and boiler installers but also created a consumer franchise for Glow-worm's 'Energysaver' range which...