Hepworth Heating, Glow-worm boilers

Chris Ward

This case study summarises a direct response campaign for Glow-worm domestic boilers. The agency explains that this challenged the traditional hierarchy of selling through the trade with the end user having little or no involvement in the decision making process.
Agency: Poulter PLCAuthors: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands