MAKE YOURSELF COMFORTABLE
AMERICAN STANDARD WANTED TO PROMOTE THEIR ALLEGIANCE AIR CONDITIONERS TO CONSUMERS, DEALERS, AND SALES REPS SIMULTANEOUSLY ON A TIGHT SCHEDULE.
Contributions
Brand & Content Strategy, Concept Development, Copywriting & Editing, Client Presentation
Project Summary
American Standard requested 60 advertising components in almost as many days, which meant that every piece needed to communicate with multiple audiences or be produced in multiple formats.
The strategy was based on the existing “Inside, Maybe It’s Too Comfortable” campaign that suggested the company's Allegiance-based AC systems could make your home so comfortable that you would never want to leave.
Dealer and sales rep communications were developed together, and focused more on technical aspects of the units. Consumer communications focused more on specific benefits like comfort, affordability, ease-of-use, and reliability.
Our consumer ads could be printed together as a catalog, or distributed separately as point-of-sale one-sheets. Each sheet promoted a single, prominent benefit of a unit or system, and included information about how to find authorized 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.
Our dealer and sales rep materials offered technical information that featured cross-sections of each unit with details about what made them tick (e.g., exclusive spine fin technology, the AccuClean air filtration system, proprietary thermostats, SEER ratings, and more). Even so, research-conscious consumers could access this 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.
Result
We created everything American Standard needed on time and on budget, which helped them effectively promote their Allegiance line of air conditioners.