NIBE Energy Systems has launched a new campaign, ‘Take the Step’.
The company said that the campaign aims to help consumers in the UK understand the benefits of heat pumps, debunking myths and providing education, while generating leads for the brand’s network of NIBE Pro installers.
‘Take the Step’ will focus on three key areas ‘sustainability’, ‘easiness’ and ‘quality’, communicated through social media, including video content, the NIBE website, and information designed to allay common heat pump fears, it noted. NIBE added that the campaign will also utilise real-life case studies demonstrating happy heat pump customers in a wide range of homes.
Olivia Downing, UK head of marketing, said: “In the UK there is still a great deal of mistrust and misunderstanding when it comes to heat pumps. We’ve done our own research into heat pump related Google search terms and it’s clear that much of the negativity around this technology is an almost exclusively British concern.
“Globally, ‘are heat pumps noisy?’, for example, is searched for most in the UK, with numbers over double the volume of related German searches and nearly 100% more than in France. This is just one example of where it seems we have a disproportionate reticence to ‘Take the Step’ – noise issues are a topic we’ll be tackling as part of the campaign.
“Crucially for NIBE Pros, ‘Take the Step’ will help them bring in new customers. We will be targeting consumers directly using digital advertising on Google and our social media channels, as well as through helpful articles across NIBE’s website and the media in general. Once a consumer gets to our website, as well as finding useful information, there will also be the option to be put in touch with their local NIBE installer.
“As the heat pump market grows, we feel that now is the perfect time to speak straight to consumers, something that is more common in mature markets like Sweden, where NIBE is based. The popularity of heat pumps is definitely on an upward trajectory in the UK, but there’s still a long way to go. We hope that ‘Take the Step’ can provide a push for those end users currently sitting on the fence, either directly, or through our installer-base who can use the information provided alongside the campaign to quell heat pump nerves when speaking to potential customers.”
The ‘Take the Step’ campaign will feature assets NIBE Pro installers can use to help explain the benefits of heat pumps to their customers, accessible through the Pro Portal, NIBE’s new dedicated website for professionals.