Navien
Getting out there with a game-changing boiler launch.
An unmissable opportunity to launch an exceptional range of boilers provided the ideal platform for Navien to make themselves known within the UK market. This is where Wyatt International came in, to not only identify the when, where, and how but execute the event from campaign and comms to speakers and films…
The thinking…
Navien’s objective is to be more widely recognised in the UK. A chance to accelerate in that direction arrived with the launch of the NCB ON range boilers, and Wyatt International’s experience and proven capability were sought to ensure engagement and success. An attractive range of boilers, one with the ability to supply hot water to up to three showers at once, there was plenty to say and a lot worth establishing. So where better to do so than at the longest-established plumbing and heating exhibition series in the UK, PHEX?
The execution…
Beginning with the development of the overarching concept, Wyatt International saw the PHEX Old Trafford event from start to finish, ultimately concluding with a three-minute film that has continued to increase awareness of Navien long after the event concluded. The main messaging – ‘Discover the Pow3r’, developed by our team – set the tone for all email comms, pre, during and post-event, including an RSVP landing page form.
Multiple facets of the event design were handled by Wyatt. This included the artworking of all panels for the event, as well as their print, setup and derig. During PHEX, coordination with Navien was key, alongside managing the venue and overseeing event attendance; creative brief writing; all communications and general event management. We also successfully secured two event speakers – Micky Quinn and Ray Parlour, both from TalkSport and ideal for the audience – along with liaising with a production team that captured content throughout the event for the aforementioned film.
The results…
In total, over 150 installers attended, which exceeded Navien’s expectations by 50%. Furthermore, the success of the email campaign was fundamental in securing the high number of installers at the event. With such a small, targeted list it was a great result to see well over half of all recipients opening each email and clickthroughs never sinking lower than 25%. The first achieved a 59% open rate and a 31.2% clickthrough; the second secured a 53% open rate and a 23.9% clickthrough and the final email, which resulted in the highest number of event registrations, had a 76.5% open rate and a 47.1% clickthrough.
Not only has the product launch event content continued to fuel ongoing PR, social media and marketing activity, but it also resulted in more than 500 new installers signing up for the Navien Choice installer rewards programme.
