Challenge

For many years, Heatrae Sadia has been the UK's leading provider of water heating and treatment solutions but its dominant position came under attack from both domestic start-ups and cheaper foreign imports. To increase sales and reverse a rapidly declining market share, they needed to raise awareness of the brand whilst at the same time overturning the perception that their products were too expensive.

Insight

Most domestic hot water systems are bought on the recommendation of architects, builders and plumbers. They are regularly targeted with advertisements from the competition but in each case the product is portrayed as a dull 'black box' with a list of very rational technical features. To achieve stand-out in this crowded market we knew we needed to really differentiate Heatrae Sadia's superior products and position them as a premium brand.

Solution

To create a more emotional attachment, we targeted the trade with ads that positioned the brand as upmarket and showed their customers really enjoying the benefits. Rather than talking about boilers or even hot water, we focused on things like refreshing cups of tea and invigorating showers.

Find out more

Full-page colour ads ran in a range of highly targeted trade magazines.

Emotive lifestyle imagery was developed to support the messages and this natural photography style has been applied to the website.

To underpin the innovation story, the Burrows CGI Studio created cut-away images to show the superior technology that lay under the skin.

Heatrae Sadia website