How one B2B business created a pipeline value of £7.4m from a budget of £50k

Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.

Air conditioning brand Nuaire has a long heritage in mechanical heat recovery systems, but was forced into a new market – hybrid systems – by regulatory changes.

It needed a clever and engaging approach to break into this lucrative new market when it launched the Xboxer hybrid range, particularly as it had previously taken an ‘anti-hybrid’ stance.

Agency Lesniak Swann employed a combination of print ads, direct mail, social media and digital content to reach potential customers, with a creative approach that used eye-catching ‘hybrid’ animals and a provocative tagline to question the quality of existing rival products.

The campaign featured new content at least every two weeks. Nuaire’s earlier stance on hybrid technology was tackled head-on, with an aggressive move to refine its position and disrupt the market.

Lesniak Swann’s research had found a sector that was reaching saturation point with traditional – and potentially boring – marketing. There was a clear opportunity to stand out.

The target audience was consultants and building designers involved with classroom design projects. This market prioritises performance and reliability over price, hence the campaign was based around a simple and effective message: not all hybrids are the same, but the Nuaire product would deliver the best of both worlds.

The campaign created a pipeline value of £7.4m in its first five months, for a campaign budget that was just over £50,000, leading it to take home the 2020 Marketing Week Masters award for business to business.

The judges commended the bravery of the creative work in a staid category, and were impressed with the ROI, stating it achieved “really impressive results from a striking campaign, which really understood the nature of the perception around hybrid systems.”



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