As part of its Net Zero plan, the government aims to install 600,000 heat pumps annually by 2028, with gas boilers banned in new homes from 2027. Yet heat pump sales fell short in 2024, barely hitting 100,000, according to the Heat Pump Association. In response, the government pledged to double the Boiler Upgrade Scheme (BUS) to £295m and launched a public awareness campaign to spotlight the £7,500 heat pump grant.
Our client, a regional leader in sustainable heating solutions, launched a first-of-its-kind technology to simplify heat pump installations and maintenance; saving time, money and hassle.
The product cuts heat pump installation time, disruption and labour costs by 20%; reduces glycol use by 80%, lowering the impact on the environment. It also contains a built-in backup heating element – controlled remotely to avoid downtime during maintenance or pump failure, and reduces how often engineers need to enter the property.
These features tackle some of the biggest challenges associated with heat pumps. And with many in the UK still sceptical about the green machines, it was important we made as big a splash as possible of our client’s exciting innovation.
What we did…
With decades of collective experience both in the utilities management space, as well as in launching consumer and B2B products, we understood the power which a widespread press launch can give a brand. So, we got to work in formulating our plan.
Our client was keen to reach consumers and end users, manufacturers, merchants, engineers and installers, trade bodies, as well as housing associations and local councils. To date, the product has been installed within 1,000 homes via housing associations, so this is a big audience.
To achieve this, we knew we’d have to use a variety of tactics, tweaking our approaches to different sections of the media to ensure we secured coverage in B2C, B2B, trade and local media titles. The good news is that this product really is game-changing; we just had to provide the campaign to match, and that’s what we did.
We put out carefully crafted announcements for each of our target audiences, coupled with briefings with key leaders from within our client’s business, giving us a wide spread of coverage in the media titles which mattered most, as well as a splash of broadcast coverage.
