The 90s boyband Blue is helping Ideal Boilers launch its new TV marketing campaign.
The 30-second TV ads feature pop stars Antony Costa, Duncan James, Lee Ryan and Simon Webbe singing their hit tune ‘One Love’ on the driveway of a customer who has fallen in love with her new boiler. The ads are live now and will run into November across primetime lifestyle channels including Sky and Channel 4.
The campaign promotes the fact that the Ideal Boilers range is manufactured in the UK, offers a market-leading 12-year warranty and has a Good Housekeeping Reader Recommended Award. The TV campaign will be supported with wider marketing activity including video-on-demand, social media, digital display and PR.
Jo Shepherd, chief marketing officer for Groupe Atlantic, owners of Ideal Boilers, says: “We were blown away by the success of our first ad campaign with Blue earlier this year. We saw huge spikes in brand awareness, and we’re building on that now by really driving home messaging around the quality and reliability of our boilers, communicated in an entertaining way.
“The aim is to make the job easier for our installer and merchant partners by driving demand from end users.”
Hull-based Ideal Boilers has also extended its original two-year sponsorship deal with West Bromwich Albion Football Club to bring back the infamous ‘Boilerman’ mascot for the 2020-21 season.
The unusual mascot hit headlines around the world in 2018, and official Boilerman merchandise is now available to buy online and is collected by fans in all corners of the globe. Jo Shepherd continues: “Our football sponsorship has provided a fantastic platform to introduce more people to our brand and our products.
“The fans have given us a warm welcome and working with the club is a pleasure. We are both ambitious British brands with long-standing heritage and plans for future growth, and we look forward to another two seasons of joint success.”
Boilerman is set to play an increasingly prominent part in Ideal Boilers’ consumer marketing activity in 2020 to capitalise on his popularity since being introduced to the public last year.
