Elastic and Rinnai Launch Breezy Air Con Campaign

Independent creative company Elastic and Rinnai, the household brand delivering total home comfort solutions, have collaborated to unveil their latest summer campaign. Directed by Dean Friske, the lighthearted spot appeals to the Australian public who are looking to make informed decisions for their household. 

Rinnai has a long established relationship with Australian consumers, who trust in the multitude of products that it offers. Leveraging this trust and understanding, Rinnai noted that the rising cost of living and the increased demand for smart controls were high on the priority list for their consumers, and chose to focus on these aspects in the campaign for the Rinnai split system. 

The creative development process was highly collaborative between Elastic and Rinnai, with Dan Tosh, Rinnai’s general manager of sales and marketing providing valuable insights into the category and consumer landscape, which helped to guide the development of creative concepts. The team found that the best way for the campaign to stand out was to achieve a delicate balance between conveying product information whilst injecting humour into the narrative.

This approach allowed the creative to authentically reflect conversations in the homes of Rinnai consumers, therefore establishing a connection with the audience. The narrative is supported by dynamic floating VFX typography that conveys the three pivotal messages crucial to the consumer’s decision-making process, ensuring that the key brand touchpoints are unmistakably communicated. The result is a TVC creative platform with longevity, capable of sharing more talent stories and experiences across the full Rinnai range throughout the seasons.

Dan Tosh, general manager of sales and marketing at Rinnai commented, "Rinnai’s product roadmap reflects our vision to enable everyday Australian homeowners to achieve sustainability without compromising on comfort. Our product range has expanded from split and ducted system air conditioners to an array of electric hot water heat pump models and our ‘Geoflo’ product that uses geothermal technology to provide cooling, heating and hot water with the efficiency of renewable energy.”

Dan Tosh added, “Rinnai has a heritage of providing Australian homes with innovative products that ensure reliable comfort with maximum efficiency. This campaign seeks to showcase Rinnai split system air conditioners as a feature-packed solution with market-leading efficiency, achieving up to nine stars which means lower running costs.”

Nathan Richman, managing partner at Elastic, stated, “Our creative platform for Rinnai emphasises comfort. When you’re comfortable, you can be yourself, just like our couple in the campaign. Through their genuine exchanges they demonstrate reliable features of the air conditioner, sometimes gently poking fun at advertising tropes within the category, making the campaign relatable and authentic.”

Dean Friske, director, Elastic, said, “Viewers don't turn on the TV or go online to watch an ad. Communicating competitive product info in a captivating and entertaining way is crucial to connecting with the audience, all so they’ll consider Rinnai in their journey”

The campaign airs across TV broadcast, radio, digital and social.