The challenge we faced was to try and have Rinnai repositioned as a company that is passionate and driven to provide comfort throughout the home. We asked ourselves the question, what if Rinnai had a space solely dedicated to ensuring their products were not merely utility, but were actually superior to other brands in delivering a better home comfort? And, what if this place were a little larger than life and slightly eccentric?
By repositioning the brand as the living embodiment of comfort, a place solely dedicated to the pursuit and refinement of comfort itself, we created a platform that allowed us to open up the floodgates of creativity.
Through a series of commercials, outdoor and press we were able to build a point of difference from other competitors in an oversaturated marketplace. In turn giving Rinnai a strong personality and standout brand profile.
In a competitive market with multiple new entrants fighting on price Rinnai’s increased market share by 4%. Rinnai achieved this without running major cash-back sales promotions. Rinnai’s key competitor lost 12% market share during the same period.
Traffic to Rinnai’s website increased by 25% during the campaign. Rinnai expanded its product offering and introduced a new product - inverter split system Air Conditioners.