Making a Clean Sweep
“Does Your Air Conditioning System Circulate It? Or Remove It?”
In the eyes of Trane brand director Lauri Morrow Crawford, the ad for the manufacturer’s CleanEffects™ new air filtration system caught the eye of contractor readers because it simply and effectively shows how many contaminants are in the air in homes today “and that Trane CleanEffects very effectively removes them.”
“The focus on the benefit to the homeowner is somewhat unique in trade advertising and, we believe, helped the ad break through,” said Crawford. “It allowed contractors to easily see that they could sell a system that provides the air quality in the problem side of the ad or the system that provides clean air for their customers. Additionally, we chose to use the visual and copy from our consumer advertising to reinforce the message contractors may have seen in other media.”
Crawford was kind to note that The NEWS is (her words) “a very effective publication for reaching contractors and informing them of new product offerings and other business-building tools available from Trane.”
She added, “We used this ad to introduce Trane CleanEffects and to reinforce the advertising messages we are delivering to consumers. … Trane believes homeowners deserve a better solution than the typical 1-inch filter, so CleanEffects was designed to be 100 times more effective than what 85 percent of homeowners have today.”
There was plenty that went into the ad’s creation, including input from Trane’s market insights team and ad agency DraftFCB.
“We developed a creative brief, reviewed, and tested numerous creative concepts and then went to production,” said Crawford, noting that this included a photo shoot, selecting the right images for the ad, typesetting, sizing the ad for The NEWS, reviewing it one more time, and then going to press.
“The Trane team is pleased that contractors noticed and approved of the ad and that awareness and acceptance of the product continues to rapidly grow among consumers and contractors.
For more information, visit www.trane.com/residential.
Publication date: 12/11/2006