Rinnai Australia set to launch Institute of Comfort campaign this weekend via 10 feet tall, Melbourne
This weekend, Rinnai Australia, via 10 feet tall, Melbourne, launches an integrated campaign to promote its newest generation Rinnai Infinity 26 Touch gas continuous flow hot water system, featuring wireless remote.
The campaign is centred on a fictitious, larger than life Institute of Comfort where the new Rinnai product is tested against the generics, to demonstrate its many advantages.
The campaign features a series of television commercials, online executions, an Institute of Comfort microsite, social media applications, radio and extensive below the line activity.
Says Joseph Meseha, MD at 10 feet tall: “The institute was a vehicle for us to highlight the Rinnai brand’s point of difference and make ordinary hot water facts more interesting and meaningful for potential customers, in a busy entertainment environment.”
Campaign content features different levels in the institute where the various qualities are tested for the important comfort benefits they bring to the home.
The campaign is driven by a series of light-hearted TVCs and extended online films that play-up the Rinnai advantage.
“Most people aren’t aware of any differences between hot water systems until they have to replace them. When they do, we want them to understand what makes our systems different. With awareness of differences so low we felt this campaign was important” says Magnus Nilsson, marketing director at Rinnai Australia.
“We’ve found that when people who have changed to temperature controlled systems actually start experiencing the difference they become big time advocates. How can you possibly understand the benefits when you haven’t been told or experienced the difference? And they’re many – the system actually helps you save on energy bills, you can set accurate consistent temperatures, it can protect young children from scalding, it’s made from quality materials, so it will last. And for plumbers the system is very easy to install – all things that make it better value in the long run.
“That’s all we’re trying to do here, Rinnai is a genuine innovator in the category and 10 feet tall have found an engaging way to tell a very straightforward story.”
8 Comments
Funny dude. Crazy!
So basically its the same idea as Joyville and 4x island but… with water heaters.
Comment above. How was that breakky bong this morning? Isnt joyville like Willy Wonker and the chocolate factory? So there both places. Well done!
oh dear, not the old wacky testing institute/academy/lab again???
Nicely done Micca D. Not really in the market for a water heater myself, but the spots bring a smile and its not an easy tone to nail. Could have easily have been a bit shit.
Neat little campaign. I like it!
A clever way of getting the message across that hot water burns like fire – poor teddy! The unfortunate reality is that on average in Queensland alone, 20 children each year suffer serious burns from hot tap water in the bathroom. This kind of device can only help reduce these numbers. Great campaign 10-footers!
Great tip with insulating your older water heater. As soon as I get home tonight I am checking mine!