Rheem: 360°+1

Client:

Rheem

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Rheem: 360°+1

Trade Love Creative Campaign & Content Development

With a new generation of natural gas furnaces that incorporated cutting-edge heating technology plus value-added features, Rheem turned to Wray Ward to help launch this breakthrough line of products.

Project Overview

What We Did

To help ensure the industry clearly understood these innovative products, we developed a campaign that positioned their new 90%+ furnaces as the one solution that offered everything that heating professionals and consumers could want, and more. To signify Rheem’s comprehensive approach, we focused on the concept of 360 degrees and added “+1” to develop a positioning concept that simply and clearly indicated to the marketplace that the new generation of furnaces went beyond everyone’s expectations. With a focus on the needs of HVAC contractors, messaging emphasized how the new gas furnaces were easier to install, maintain and service and were designed for greater consumer satisfaction.

Results

By the time the furnace launched, we had developed more than 30 distinct marketing materials in support of the campaign and received an enthusiastic response from trade audiences. More than 3,000 dealers and distributors entered the Customized Gas Furnace contest. The campaign helped reposition Rheem as a top-tier brand and an industry leader.

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Digital Design & Development

Our distributor/contractor-focused parallax website was designed to engage and excite the target audience with technical information conveyed in a visually appealing and digestible way.

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Collateral

Using trade ads, POP, collateral and distributor kits, we created a dramatic campaign to show Rheem had thought of everything — and then some — with its revolutionary furnace design. A customized gas furnace contest also drove distributors and contractors to engage with this revolutionary new gas furnace.