Case Study
Discover
Honeywell Environmental & Combustion Controls introduced a new universal hot surface igniter (used to light residential gas furnaces) to HVAC distributors and contractors nationwide. This innovation was designed to replace more than 100 existing furnace igniters made by other manufacturers.
Formulate
The theme, “Capture a Whole New Species” was used to highlight the versatility of this new universal product. Dubbed Glowfly™, the new product was launched with a campaign theme based on classic imagery of a Glowfly igniter captured in a glass jar on a summer evening.
Execute
The product was unveiled via dimensional mailers that included multiple marketing materials plus a mason jar coffee mug with a product inside. Distributors were also given co-op advertising materials and a variety of showroom POS materials, including translucent window clings and a 3-D countertop display and dangler. The display held products in both a single-unit package and a
unique “six-pack” that allowed contractors to carry multiple products conveniently in one box. Distributors were also provided with a branded flashlight and laser-pointer.
Measure
The new product proved to be as hot as its name implied — with initial sales to date exceeding the original goal by more than 500%.
It’s not always enough to develop new technology that makes more than 100 of your competitors’ products instantly obsolete. It’s adding emotion to the innovation that makes the sparks fly. In a market where technical benefits often rule the day, our creative launch theme and channel marketing tools helped Honeywell quickly establish their new universal hot surface igniter right from the beginning as a new industry benchmark.
