Vaillant UK: Comfort for your home

Vaillant are a premium family-owned boiler manufacturer headquartered in Germany with a longstanding presence in the UK. Our challenge was to raise awareness of Vaillant with the end customer and increase advocacy with installers – the key influencer.

Insight #1: Our best hope of influencing the SME installer audience was to influence end-consumers

Insight #2: We needed an emotional message around premium comfort to avoid the rational language of the category and justify Vaillant’s premium pricing.

The Comfort Zone campaign was centred on a TV ad that produced an advertising experience that actively made the audience feel comfort rather than simply talking to them about comfort.

To make the campaign B2B2C, we supported the TV ad with a range of other media channels directed at the installer audience including email, social and print.


  • Vaillant Group sales significantly exceeded the underlying market trend
  • Vaillant was responsible for driving the significant majority of underlying market growth
  • Spontaneous brand awareness and ‘relevant set’ perceptions increased significantly pre-to-post campaign 
  • Sales leads passed to installers rose dramatically 
  • The UK market outperformed other major European markets
  • Social media showed installers loved the ad too

Client Testimonial

“Comfort Zone is a highly unusual approach for the marketplace, but the campaign had a strong business-case behind it so we were able to convince our stakeholders it was the right thing to do.  The immediate feedback from installers in the category told us we’d got it right, and the sales results have followed that through.  The return to TV, and the standout approach have had a huge impact on building the awareness of the Vaillant brand, and we will be building on that with an evolution of the campaign later on this year.”

Alice Woolley, Marketing Director - Vaillant

Oracle: Inspiring Customer Stories

Oracle needed to take its on premise customers on a journey to the cloud and win new enterprise prospects to its cloud offering.

Our challenge was to increase spontaneous awareness as a cloud leader, and also shift perception of Oracle as a human brand across EMEA and JAPAC.

We developed a customer-centric campaign led by human insights, rather than sales targets to engage decision-makers as people, not just as executives. Moving away from a traditional corporate approach, we spoke to real life businesses in their pursuit to solve real world problems: transforming businesses, their customers’, and wider communities alike.

The campaign featured a series of films starring customers as heroes in their own environments and language. We brought to life their passion and vision in a beautifully shot reportage style, with a warm and inspiring tone of voice. This moves away from Oracle’s traditionally direct approach, which could often be dismissed as arrogant and not appealing to audience needs.

The films were supported by an ATL campaign across out of home, radio, print and digital. Mapping the messaging across the consumer journey, we created a consistent experience across all touch-points.

Saab: Bringing The Corporate Culture To Life

Saab is a leading global manufacturer of innovative solutions in both military defence and civil security, with operations on every continent. Saab's vision for the future is to get closer to its customers and galvanise its unique position in the global defence and security market. To help realise this ambition, Saatchi & Saatchi Pro devised a new brand positioning, and developed a comprehensive communications framework to assist the company in implementing the positioning globally. We started some five years ago by working with Saab's people to gain consensus around the company's culture and its points of difference: its DNA. Through this collaborative process we distilled a variety of diverse opinions and rich anecdotal research into one simple insight: it's Saab’s unique and clever way of thinking that gives it, and its customers, a competitive advantage. We expressed this in both a compelling phrase, and a motivating manifesto. With 'the thinking edge' established as the brand essence, we returned to internal stakeholders to ask what they needed from communications: how were they using it to win business? How did their needs change as the sales process unfolded? What was on the minds of their customers, their staff, their market and their industry? 

Armed with interview-led insights we were able to build a new framework around just five key topics. These topics are rooted in stakeholder needs, from employees and business partners to governments, journalists, and of course, customers. We beta-tested our proposed communications framework in real-life situations which provided useful insights – insights that ensured it wasn't just fit for purpose, but was applicable and salient throughout the sales process. The framework is now easily accessible via an online portal for Saab communicators around the world and is providing a flexible but consistent resource for developing brand and marketing communications, allowing both corporate and customer audiences to be engaged with a clear and coherent brand positioning and relevant narratives.

Strutt & Parker: Local Business Profile Raising - #Dinoselfie

Our campaign for Strutt & Parker's new South Kensington office opening had two aims; to create an online buzz and to drive footfall to the new office itself. All of our activity was united socially using the hashtag #DinoSelfie. Watch the video to see what we did.