Turning up the heat

From traditional to smart

A division of IMI PLC, IMI Hydronic Engineering is a true giant in heating components, with 10,000 people across 19 countries. They’re best known for traditional heating products.

They come to us with a bona fide challenge. Could we help them establish themselves as a key player in the smart tech world? Their new smart thermostatic radiator head was a nifty product, but it marked a shift from a traditional manufactured standalone product to a smart-homes tech solution with supporting app. Europe needed to be won over.

The firm’s brief was for us to develop everything from a product name, visual identity and go-to-market strategy, to campaign planning and execution across two audience groups – installers (B2B) an DIYers (Consumer).

Building the perfect campaign

We began with an in-depth discovery and strategy process focusing on the DACH region. Identifying four key customer pillars enabled us to build out a messaging framework to resonate with audiences – one simple upgrade for smarter, no fuss, reliable control on the go – and backed to the hilt by the established and trusted Heimeier brand. We identified a brand position for IMI Hydronic Engineering’s innovative new thermostat to own, and of course, a product name to capture it perfectly – HeimSync.

Then came the creative bit: a proposition that would sing to the firm’s B2B and B2C audiences – Smart Comfort for Happy Homes. We concepted a visual identity for HeimSync and deployed it across packaging, app interface design, in-store POS, website landing pages, hero brand videos, how-to video guides, product instructions and sales tool kits.

And finally, the big splash. We launched HeimSync across digital channels (organic and paid) with awareness, engagement and lead gen, supported by in-DIY-store collateral. A vibrant illustrative and motion-first approach ensured the brand stands out from competitors, stops the scroll in digital channels, and makes a big noise from in-store shelves.