85% of people who saw the campaign said they would be likely to visit the BestHeating website
In 2022, after successfully establishing themselves in the market initially through paid digital and then launching on TV, BestHeating were ready to take their business to the next level
They knew they had an appealing proposition and an ownable niche in the homes market, positioning radiators as a stylish design choice that enables homeowners to enhance their interiors – something largely untapped in the category
However they felt although they had a stylish and unique offering, the BestHeating brand was a little dated and lacked the ‘cool’ identity that would help them stand out
BestHeating became BestHeating.com, and a new sleek & stylish identity was created. A new logo, new website, new ad creative and a £4m TV campaign investment got underway
The new TV campaign – was designed to turn the forgotten radiator into something far more attractive and significantly “cooler”, likening the radiator to a piece of modern art in a playful take on the art gallery setting
Standout placements included a top-and-tail ad in Channel 4’s Grand Designs, the nation’s favourite soap Coronation Street and appearing before Friday night’s smash hit Gogglebox
Print and social assets mirrored the TV campaign and reinforced the “Heating Made Cooler” message – alongside taglines that focused on art and making a style statement, all positioning the humble radiator as a centrepiece of interior style
92% of people who saw the campaign said they found the ads “very appealing”
85% of people who saw the campaign said they would be likely to visit the BestHeating.com website
49% of people who saw the campaign said they thought BestHeating offered high-quality products
43% said they felt BestHeating were design-led and 34% said that they thought the campaign made BestHeating look cool
“With the help of the amazing team at Boutique and their dedicated and detailed approach to PR, print and TV advertising, we have seen significant growth of our BestHeating website over the last 4 years. The insight, advice, know-how and expertise lead by Boutique has helped us to achieve our strongest year to date. Our latest TV commercial, launched by Boutique, makes a feature of the orange radiator, which has seen a +300% increase in sales of this particular product alongside a trend for more coloured ranges and differing shapes and sizes of radiator.”
Ali Jones, Marketing General Manager, BestHeating
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