Marketing Initiative
of the Year
WINNER: BOC ‘Don’t Lose Your Cool’ Campaign
WINNER of this year’s have HCFCs; product The print customer conversions from
Marketing Initiative Award is details and case studies advertisement is HCFCs, as seen in the August
BOC for its “Don’t Lose Your on the HFC designed to be 2008 issue of ACR News.
Cool” campaign highlighting alternatives; a quick informative BOC has also conducted a
the January 2010 deadline selector guide on while giving number of briefing seminars
banning the use of HCFCs. choosing the right sufficient to both customers and
Given the closeness of the alternative; warning, industry groups around the
deadline, it is imperative that frequently asked without UK and Ireland, most recently
users and operators consider questions and being at the “R22 threats and
their options now and have the ability to threatening opportunities” conference and
plans in place to ensure they contact BOC’s or a seminar at the HEVAR
will be ready in time. However, resident expert frightening. exhibition in London.
BOC wanted to get away from Barry Lyons The The total reported
images of ticking clocks and directly for exclamation readership of the magazines
bombs to persuade users and further advice mark featured in that ran the campaign is
operators to begin to buy and support as the advertisement approximately 45,000. A
alternative refrigerants. well as a symbolises a sense further 10,000 contacts could
countdown of importance and potentially have been exposed
Campaign clock urgency. through the campaign’s direct
The campaign began in showing mail, in-store activities and
January 2008 with a series of exactly Direct mail receipt of R22 cylinders.
print advertisements in the how In May last year, BOC
leading industry magazines long mailed 3,000 named Website hits
and in other trade journals remains individuals, a six-page Since its launch in January
targeting specific user groups. before brochure on the “Don’t 2008, the gas2010.com website
At the same time, the the ban Lose Your Cool” has had over 20,000 visits from
website gas2010.com was on virgin campaign aimed at key over 1500 unique visitors, each
launched to provide further HCFCs. end-users from within returning to the site an
information and the ad’s main Aimed at BOC’s customer database and average of 13 times.
call to action encourages the plant owners, a purchased contact list of Since the start of the
target audience to visit this operators, facilities managers, industry facilities managers, campaign, BOC has seen a
site, where further contractors and consultants, plant managers and 175% increase in sales of
information is available. This the campaign spells out in a consultants. Isceon products.
includes all the options clear way the implication of In addition, BOC has issued BOC
available to customers if they doing nothing. press releases on successful 0800 020800
FINALISTS
Toshiba Air Conditioning
with the intention of giving added value The campaign
Additions installer scheme
to Toshiba customers and end users and culminated in
has been promoted as Toshiba’s new the
TOSHIBA Air Conditioning was scheme for professional air conditioning publication of
shortlisted for its new installer scheme. installers. the Gram
Known as Additions, Toshiba introduced Toshiba Air Conditioning Green Paper,
the scheme with the aim of raising 01372 220220 an
standards in the industry through independent
improved installations, better training
Gram UK
survey of
and an improved understanding and
Go Green with Gram
food service
awareness of legislation and impending operators
legislation. GRAM UK’s Go Green with Gram and their
Toshiba wanted to ensure that the campaign has run over the last two years, attitudes
scheme had meaningful and beneficial promoting the importance of green to green
elements to help the industry as a whole, issues, and energy efficiency in issues.
whilst also helping the contractor and particular. After publication, the
giving the end user the assurance that This included on-site testimonials, a report was downloaded 1,200 times
they were dealing with a professional direct mail campaign and advertising to in just the first few weeks.
installation company. reinforce the Gram brand and its Gram UK
The name for the scheme was chosen products’ energy saving benefits. 01322 616932
Category sponsored by Panasonic
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