Birmingham creative agency celebrates successful client product launch

A Birmingham-based brand and creative agency - which prides itself on 'making the complex compelling' - has seen many months of hard work come to fruition at the launch of Vaillant's next generation ecoTEC plus boiler.

Kingel, which operates out of The Jointworks in the Jewellery Quarter, has been working with the leading boiler manufacturer for over 4 years.

Vaillant refined and updated the boiler to reflect the evolving needs of customers, and they tasked Kingel with looking at how to creatively engage the UK network of installers and industry experts.

The team developed a fully integrated campaign that included teaser activity, extensive social media content, sales materials, VIP installer trips, a highly engaging launch event which took place at the Science Museum in London, and an unveiling to tradespeople at the recent Installer Show at the NEC.

The whole campaign from brief to delivery was 18 months in the making.

Co-founder of Kingel Kingsley Peters said: “Rather than a complete overhaul, the new ecoTEC plus was the result of performance enhancements.

“Our campaign theme captured the complex nature of the process, while at the same time acknowledging the classic status of the original ecoTEC plus. The positioning, The Original Remastered, drew parallels with the process of digitally enhancing classic pieces of music and cinema for the modern era.”

Alice Woolley from Vaillant said; “Kingel understood exactly what we were trying to achieve. To underline the importance of the new boiler, they brought out our reputation for industry-leading R&D and the expert knowledge of our engineers and used language and imagery that gave the new product the technical gravitas it deserved.”

The refinement on the popular model was the result of installer feedback.

One of the installers involved in helping to shape this model was Ian Briggs who - along with nine other influential installers - was flown out to Vaillant's R & D facility in Germany so they could see the impressive amount of work that has gone into the refinement.

Ian Briggs said: “From everything I have seen here, it just reinforces for me Vaillant's commitment to having the best products on the market.

“I like to do good work and if you want to do good work, you need the best products and it's quite clear that these are the best products. It's great to see Vaillant taking on board feedback from tradespeople and then improving the model, based on that. Installers like me feel happy to recommend it to their customers because they've been listened to.”

Kingel used many different creative ideas and techniques to make the launch a success such as the creation of a CGI film to bring the technical benefits to life.

Alice from Vaillant added: “Another powerful aspect of Kingel's work was that they worked with us to develop marketing tools for the sales teams. The digital sales presenter condenses all of the boiler's complex advancements into simple selling points that busy installers can digest easily. The bar has been set for all future events”

For more information about the collateral Kingel created for Vaillant, visit their website to checkout the case study.

The Original Remastered video can be found here.