Daikin UK
Daikin UK

Daikin UK Energy for Change B2B

A national brand awareness and installers recruitment campaign
Background

The world is on a race against time to reduce carbon emissions and limit the devastating effects of climate change. Now, there’s an eco-friendly change the nation can introduce at home, by switching out fossil-fuel powered boilers for a Daikin Altherma heat pump.

So, to help British homeowners harness the power of renewable energy for their homes’ heating and hot water, Daikin needed a network of expert installers who are up to the task. And with demand predicted to surge rapidly over the next few years – and in the wake of our consumer awareness campaign – we needed to recruit more experts, fast.

Client
Daikin UK
Year
2020
Services

Branding
Strategy
Marketing Automation
Digital and Social Advertising
Digital Design
Copywriting

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Challenge

The challenge was two-fold: the first, to inform current Daikin-trained installers of a new name change for their network, and to prepare them for an increase in demand following the consumer campaign. Second, to onboard new installers to Daikin’s cause, and get them up to speed on the world-leading products and unrivalled opportunities on offer.

There was an additional spanner thrown in the works, too. The arrival of a global pandemic, meaning once hands-on training had to shift to strictly hands-off during lockdown.

Solution

Our first part of the solution was to rebrand the old installer network to something more in line with Daikin’s renewable heat mission. The Sustainable Home Network was our result, with three tiers of membership – installer, expert and centre. With the new sub-brand and aspirational imagery set created in line with the consumer campaign, we created a new microsite to form a base for sharing educational content, news and case studies, as well as sharing the benefits of joining the Sustainable Home Network.

The new brand tied in with the Energy for Change consumer campaign, too, so we could attract likeminded, environmentally conscious heating installers to support the cause – and who could see the opportunities it would present to grow their business too.

Alongside targeted digital marketing including social ads, PPC and webinar hosting, we created new graphics for Daikin’s fleet vans, and created print ads for relevant trade press.

Results

In the first 27 days of the campaign, 432 installers registered to attend a recruitment seminar, with 98.5% of installers interested in renewables as a business prospect after attending.

2,566
webforms collected
432
registered for a recruitment webinar
9/10
rating for Daikin by installers

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