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A new promotional campaign from Ideal Heating is set to hit TV screens this month, returning to the creative theme of ‘heartwarming moments’ inspired by classic movies. Last year saw the company’s Boiler Man character recreate the iconic potter’s wheel scene from Ghost, and now for 2021 Boiler Woman will take centre stage in a remake of the closing scenes of 1982 romantic blockbuster Officer and a Gentleman.
The campaign will run across primetime ITV and Sky stations throughout January, supported by ITV, Sky and All4 video-on-demand, social media, digital display and PR. It will be used to promote the 10-year warranties available on the Ideal Logic range, as well as Ideal’s Trustpilot rating and Good Housekeeping Reader Recommended status.
Jo Shepherd, chief marketing officer at Ideal Heating, comments: “The boiler is the beating heart of every household, but it’s so often taken for granted. Boiler Woman’s big moment in the spotlight is for all the boilers out there that play a vital role in the heartwarming moments we treasure in the home – especially at this time of year.
“We know our creative is effective in boosting awareness and consideration among homeowners, who recognise the fun personality and heartwarming tone of voice we’ve become famous for. Ultimately, we want to support our merchant and installer partners, and help them drive sales.”