HEATING & AIR CONDITIONING
PRINT + COLLATERAL + WEB CAMPAIGN
My Contributions: Brand + Content Strategy • Senior Copywriting + Editing • Concept Development • Client Presentation
MAKE YOURSELF COMFORTABLE
AMERICAN STANDARD WANTED TO PROMOTE THEIR ALLEGIANCE LINE OF AIR CONDITIONERS TO CONSUMERS, DEALERS, AND SALES REPS SIMULTANEOUSLY ON A VERY TIGHT SCHEDULE.
merican Standard requested over 60 communication pieces in almost as many days, which meant that every piece needed to communicate to multiple audiences, or be produced in multiple formats.
Regarding content strategy and concept development: Dealers and sales reps were paired while consumers were handled separately. This was because we could present technical information to dealers and reps that would be lost on consumers. In addition, dealers and reps were likely to communicate, while consumers were on their own.
The strategy was based on the existing “Inside, Maybe It’s Too Comfortable” campaign that suggested Allegiance-
based systems could make your home so comfortable that you would never want to leave.
For consumers, we created a series of pages that could be either printed together as a catalog, or distributed separately as point-of-sale one-sheets (shown above). Each sheet displayed a prominent headline with supporting subheads/copy that promoted a single feature or benefit of the Allegiance units or system. We also included information about how to find reputable local dealers and contractors.
For example, one sheet’s headline read, “Seamless Comfort from Room to Room” and illustrated how a customer could create a consistent, comfortable environment in every room of the house by taking into consideration ceiling height, unit placement, frequency of use, and other factors. Another sheet’s headline read, “A Complete System: The Power and Comfort of Working Together,” and educated customers about what a complete system might look like, and offered a few combinations that might achieve maximum comfort.
Our dealer and sales rep materials offered more technical information that featured cross-sections of each unit along with details of what made them tick (e.g., exclusive spine fin technology, the AccuClean air filtration system, proprietary thermostats, money saved based on SEER ratings, and more). Even so, research-conscious consumers could access this dealer information easily on the website.
In addition, these sheets included categories like "Sell-ability", "Install-ability", and "Service-ability" to help dealers/sales reps add value to their inventories and increase bottom lines.
The result: We created everything American Standard needed on time and on budget, which helped them effectively promote their Allegiance line of air conditioners.