Case Study
DISCOVER
Honeywell needed to aggressively promote its new, next-generation R7284 Universal Digital Oil Primary — a control device for oil-fired heating appliances. The previous model R7184 was an industry leader for 15 years. However, the legacy model was rapidly losing market share to its main competitor’s product that was positioned and marketed as more “innovative” and “universal” at a lower price-point. The new oil primary was designed to be THE universal control, with unique diagnostic capabilities that no other competitors could offer. Primary target audience was nationwide oil dealers and contractors with special emphasis on the northeastern United States.
FORMULATE
Nelson Schmidt developed the launch campaign creative theme, “It Takes a Legend to Make One,” which reinforced Honeywell’s position as a “legendary” producer of oil primary products — emphasizing longevity, legacy and reputation. The campaign imagery evoked the rugged, hard-working, reliable oil dealers and contractors, who are often following in the “legendary” footsteps of their fathers and grandfathers in family-owned businesses.
EXECUTE
Integrated campaign tactics included sales collateral for Honeywell sales teams; trade show publication ad and booth mural; Flash-based interactive product overview/demo and oversized POS materials for oil dealers to use in their showrooms. Additionally, oil dealers and contractors were supplied with a co-op marketing kit comprised of product ad templates, e-mail templates and a door hanger that could be customized with the dealer or contractor’s logo.
MEASURE
As a result of the product launch campaign, Honeywell experienced a 42 percent increase in sales of electronic oil primaries from August through December 2010 verses the same period in 2009.
After 15 years as an industry leader in oil primary control devices, Honeywell found their legacy product threatened by a competing product, which claimed to be more innovative at a lower price point. Honeywell responded by bringing a truly unique next-generation control to the market. Our “It Takes a Legend to Make One” campaign reinforced Honeywell’s position as a legendary producer of oil primary products, emphasizing longevity, legacy and reputation — which helped to generate a significant increase in sales of 42 percent.
