The only time anyone really thinks about their boiler is when it’s playing up. Our campaign pitch to Simply Warmer was to ‘Ditch your bad boiler’ which would introduce Alvin, Dexter and Gilbert to the public. To cut through the market noise and differentiate them from the fierce competition we engaged with people using warmth and humour. Everyone would recognise the character traits of those bad boilers; grumbly, temperamental, unreliable, a nuisance. And everyone will appreciate how Alvin’s super-efficiency will benefit their family. We were responsible for all aspects of the campaign from planning, strategy, creative and roll-out. The campaign consisted of two adverts that were broadcast on national TV along with an integrated digital campaign and new website supporting it.