Many of us like to think that we’re not really influenced by advertising, but the millions spent on promoting products and the success of various campaigns over the years suggest that the great majority of people are in fact very much open to persuasion.
Advertising is one of the most powerful tools in the modern business arsenal. Whether building brand awareness, influencing consumer behaviour or making an emotional connection, some of the most iconic TV campaigns have managed to embed themselves on the public consciousness and can still be recalled long after they last aired.
Martians promoting instant smash potato, a man advertising chocolate in a gorilla suit and meerkats comparing markets, have all become part of the nation’s shared cultural experience and have undoubtedly helped to boost the sales of their respective brands.
The vast majority of users were more than happy with the performance of their heat pump
Chris Jones Editor of PHAM News
Warm and fuzzy
Now, with a relatively tiny advertising budget compared to the campaigns mentioned above, there might be little chance of the government’s recent run of heat pump TV adverts achieving similar results, but the launch of the campaign does at least indicate that there is a recognition in Whitehall that they can’t just leave it to manufacturers and suppliers to win over hearts and minds.
The series of 30 second films, titled ‘Feel All Warm and Fuzzy Inside’, uses stop-motion animation and feature a number of knitted characters who voice the experiences of real-life heat pump users.
Targeting households in England and Wales, the aim of the campaign is to increase heat pump adoption and applications for the Boiler Upgrade Scheme.
It is hoped that by highlighting the benefits of heat pumps in a relatable and accessible way, the animated series will help to overcome any reservations that viewers might have about technical obstacles and doubts about their ability to deliver comfort and warmth.
Positive experience
Research undertaken by the creative agency confirmed that the vast majority of users were more than happy with the performance of their heat pump and many were willing to share their positive experiences.
With ongoing negativity in much of the national media and widespread misconceptions about the viability of moving away from fossil fuel systems, the agency believed that the way to cut through the noise was by the use of humour and first-person testimonials.
The various knitted characters, reflecting a diversity of accents, ages and ethnicities, speak directly to audiences about their heating situations, while the interviews are designed to give audiences the feeling of being invited into a friend's living room.
Increasing awareness
As well as raising consumer awareness and promoting the availability of funding to help with the cost of installation, such campaigns should have the added benefit of alerting installers to the fact that the government is intent on doing its bit to generate demand.
Much has been said about the need for heating engineers to retrain and learn about low carbon technologies, but a perceived lack of interest from customers has undoubtedly been a factor in dissuading some to sign up to a training course.
The visibility of more positive messages can only help to give professionals the confidence that the green energy sector is where their future lies.
Encouragement
It is too early to say how much of an impact the ‘Warm and Fuzzy’ campaign has had on viewers, but anything that helps to inform the public and encourage them to seek further advice has to be a good thing.
For those who work in the heating industry it’s easy to assume that other people are familiar with what a heat pump is and the availability of grants.
In reality though, many householders have very little interest in how their home is heated until things stop working or their bills go through the roof.
If installers are able to have conversations with customers who are already engaged, then – whatever choices are ultimately made – there should be a much better prospect of the purchaser making an informed decision.
A call to action
Some critics might argue that public funds should not be wasted on heat pump advertising, but there has been a long history of tax payers’ money being used to help change behaviours in ways considered to be in the national interest, whether that’s the waring of seat belts or encouragement to recycle.
Unlike other advertising to promote specific brands or corporate profits, a government-backed campaign is likely to be considered more trustworthy and can ensure that accurate information reaches a wider audience.
And as the world confronts the increasingly urgent threat of climate change, the transition to cleaner energy solutions is surely something that justifies a call to action.
Chris Jones is editor of PHAM News
