One of Canada’s leading home services providers, Enercare needed to drive leads for
their furnace replacement business. The problem was no homeowner ever gets excited
about replacing the furnace in their home. It’s one of those necessary evil type
expenses that there is very little perceived value in. As a result, Homeowners generally
don’t do it until they feel like they absolutely have too which saddles them with
equipment that’s outdated, inefficient and constantly breaking down.
Our task was to convince them that upgrading to a new furnace with Enercare was
worth it. How did we do that? By getting homeowners to imagine a person from decades
past. A mullet-wearing, acid wash-clad, hammer pant enthusiast happily dancing The
Macarena. Funny, right? Now imagine that person is your furnace, and the days are
only getting colder. By creating a striking scene out of forgotten styles of the past we
made the point to homeowners it’s time to ditch their dated furnace and all the problems
that come along with it. Beyond digital video, OOH, programmatic and social were a
part of our demand generation media plan.
By way of results, this recently launched campaign has got Enercare off to great start as
Fall quickly transitions into the always harsh Canadian winter. Canadians are retiring
furnaces like they retired their mullets with leads up versus last year.