The campaign focuses on sustainability, ease of use, and quality, aiming to provide clear, reliable information to consumers who may be hesitant about making the switch to heat pumps.
Campaign tackles misconceptions and boosts confidence
The campaign is driven by insights from NIBE’s research into UK-specific heat pump concerns, which revealed significant consumer doubts. Olivia Downing, UK head of marketing at NIBE, 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.”
By using case studies featuring happy heat pump users and sharing video content across social media, NIBE aims to showcase real-life benefits and address the most common concerns.
The campaign will also direct consumers to the NIBE website, which provides useful articles and connections to local NIBE installers.
Supporting NIBE pro installers and growing the market
The ‘Take the Step’ campaign is not only about educating consumers but also supporting NIBE Pro installers. Downing explained:
“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.”
With heat pump popularity on the rise in the UK, NIBE believes the campaign will help boost the market’s growth.
“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,” added Downing.
Image: NIBE