Glow Worm
Challenge:
Glow Worm, the domestic boiler brand, wanted to drive up consideration for themselves at that critical moment when a home owner realises that they need to get a new boiler installed.
Whilst a domestic boiler is often the third most expensive purchase that many people make, all too frequently people passively accept the recommendations of an installer, which might on occasion be driven by a desire to optimise commissions.
Solution:
The insight team at 20:20 Agency ran some original research which identified a key customer type, called ‘Seekers’, who actively wanted information about boilers in order to make an informed buying decision. They want to feel in control of their purchase decision rather than rely solely on the advice of others. They often gather significant amounts of information before making a major purchase.
20:20 Agency developed the industry’s first online boiler calculator tool to support the needs of this information-hungry ‘Seeker’ segment. Answering just a few simple questions online enabled the prospective customer to be provided with details on the most suitable model of boiler for them given their domestic situation. In designing this simple human tool the team at 20:20 Agency ensured that there was no jargon, no confusing technicalities, just which model of boiler was best and why.
The tool was accessible from the home page of the newly designed Glow Worm website which 20:20 Agency defined, designed and built to enhance Glow Worm’s reputation as the only warm and friendly brand in the sector.
Results:
• Over 200k boiler calculations made
• Over 50k email opt-ins achieved
• Over 1.6m website page views
• Successfully influencing consideration and actively supporting evaluation to create a strong role for the provider brand in an installer driven product category
To see the Glow Worm boiler calculator in action click here.
