ADEY

Marketing results for the No.1 brand in UK heating protection

B2B
B2C
Creative

Challenge

ADEY is the biggest name in heating protection solutions across the UK and Ireland, with products in over five million homes and seeing every month that number growing by thousands more.

ADEY approached Fireworx as part of their strategic growth plans, and wanted support in creating a fresh new approach to their marketing communications, looking for new innovative and disruptive ways to communicate their range of products and services to engineers and consumers.

Action

ADEY is a brand a number of the Fireworx team had heard of in the past but weren’t exactly sure where. So, we kicked our initial work off with them by looking at things from the customers perspective, breaking the marketing strategy down into the segments of those who would be most receptive. We also needed to considering the huge fight for attention from all the other big brands in the heating and energy space, looking at how to go about structuring the marketing communication in an eye-catching and effective way.

The communications also needed to engage heating engineers who install and service household systems, making it clear and concise while raising overall awareness of the product range and driving engagement.

With a raft of new product initiatives it formed our initial focus for the marketing activity. There was a need to clearly and with high impact, start a conversation about the hidden danger lurking deep within all heating systems that are not already fitted with either ADEY filters, or benefited from their protective solutions. The result of potentially not using these resulting in a toxic build up of something nicknamed ‘sludge’, a corrosive oil-like substance.

With a pre-defined brand style already in place the task for Fireworx was to adapt the established look, while also creating a new way to convey the variety of messages across digital, print, advertising and events.

From promoting the build-up of sludge in heating systems, to cleaning chemicals, new technology and solutions for engineers to monitor 24/7, we have been creatign a raft of campaigns to drive awareness and growth.

ProCheck, one of a raft of new services launched by ADEY was a campaign that kicked off as a new edition in the fight to support the testing and treatment underpinned by the slogan ‘Protecting the nations heating’. systems.

Fireworx are working alongside ADEY to provide marketing and creative support as they continue to grow their business.

Results

Winner of Best Product Launch in the Construction Marketing Awards as well as being shortlisted in the national Drum B2B Awards for Product Launch, the Fireworx team worked alongside the marketing team at ADEY, the biggest name in heating protection solutions across the UK and Ireland, with products in over five million homes.