How increasing awareness led to growth
Thermia is a Swedish manufacturer of heat pumps, whose product range includes geothermal heat pumps, air-to-water heat pumps, and air pumps. Thermia Finland Oy has been operating in Finland since 2013. Thermia became aware of issues with its brand awareness in Finland. This was clearly reflected in market shares, where Thermia's competitors had a much stronger presence and better recognition. To increase its market share and business in Finland, Thermia decided to invest in raising its brand awareness in the Finnish market. The process required multi-channel, extensive actions and a clear brand message.
Concept design and creative storytelling
Planning, production, and operation of multichannel digital marketing
Monitoring, measuring, continuous optimization, and reporting of activities
Media planning and purchasing
SEO optimization for websites and social content
Planning and production of radio advertising
Heat your home, not the planet
Buying a geothermal heat pump is an investment for people that pays for itself year after year. Installing a geothermal heat pump is a solution that is economical, ecological, and geared toward a more self-sufficient lifestyle. It is an investment in the future.
Thermia aims to offer people efficient and more environmentally friendly ways to heat their homes. The products bring ease, savings, and energy-efficient solutions to everyday life. Thermia doesn’t just sell hardware; it sells love. This is how the core of the concept was born:
There are many ways to stay warm. And then there’s the world’s most efficient geothermal heat pump.
Heat your home, not the planet.
Execution
The "Heat your home, not the planet" slogan was integrated into a multichannel campaign. It reflects Thermia's motivation to offer better alternatives for home heating.
The message "There are many ways to stay warm" was creatively brought to various channels. Creative ways to raise the heat have included activities, objects, and words related to sweating.
The strategy’s core focus is to get people to pause and engage with the advertisements, sparking their interest. This approach aims to increase brand awareness and influence people's purchasing decisions.
Campaign's goal was to increase sales by 10-20% for the operating year. However the campaign exceeded those goals.
Results
Revenue growth for the year
Growth in market share in the real estate market
Growth in market share in the residential market
General market share growth
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Mari Männistö
Head of Growth