IGNITING INTEREST IN NEW INNOVATIONS
Do you remember the pure joy of running around bare-footed as a child catching fireflies at dusk? That is the memory we needed to capture when introducing Honeywell’s new universal hot surface igniter, Glowfly™. In a market where technical features and benefits still rule, we leveraged creativity and emotionally-captivating imagery to differentiate this new product among HVAC distributors and contractors nationwide. It worked. Initial sales exceeded goals by more than 500%.
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The campaign for Glowfly proved to be as hot as the new product name implied — with initial sales to date exceeding the original goal by more than 500%.
Additional Honeywell product launches delivered bright results as well. For instance, the Honeywell Oil Primary campaign stood out among the competition to generate a 42% increase in sales, while the Universal Pilot igniter campaign broke through a competitive market to exceed distributor channel adoption goals within the first three weeks.