A new advertising campaign from Residential Systems touts the benefits homeowners can enjoy from Trane HVAC systems throughout the year. Trane high-performance systems can make homes cleaner and healthier – while helping them save on energy costs. Dubbed “The Cloud House” campaign, it launched its first 15- and 30-second television spots in early April. Other components, including print ads, direct mail, radio spots, online banners and billboards, will roll out over the next few weeks.
Creating Consumer Demand…for Trane Air
The television spots focus on a house, set in a typical affluent suburban neighborhood, that’s filled with fair-weather clouds in a blue sky. As the camera zooms out, revealing the house and its surroundings, family members and neighbors go about their lives and we experience each of the seasons. Off-screen, an announcer delivers the message: “The elements outside are beyond your control. But day in and day out, a Trane system heats, cools and cleans the air inside your home … perfectly. No matter what Mother Nature may throw at you.”
Behind the Cloud House Campaign
The new campaign was developed by our New York-based advertising agency, DraftFCB, in collaboration with Trane’s internal brand marketing team.
At its heart, the campaign hopes to make consumers think about air and its fundamental relevance to everyday living. It’s a strategy to help make the invisible more visible, and Joyce Warrington, Trane brand director, is betting the campaign will resonate with consumers. “The quality of indoor air is so relevant to your health and well-being, but you almost never think about it until something happens to go awry in your home—and then it becomes high level and very visible rather quickly,” she said.
“The ‘Cloud House’ campaign is all about the ultimate benefits we offer the consumer— more comfort; healthy, clean air and—with energy costs skyrocketing—greater energy efficiency,” said Warrington. “This campaign leaves you with the idea that inside your home, you’ve got this perfect environment with a Trane system, no matter what the elements are outside”.
The campaign’s central theme is “Heating. Cooling. And Beyond,” which Warrington said reflects the concept that Trane HVAC high performance systems go far beyond just heating and cooling a home. Warrington believes the theme will have longevity as RS branches out to new products and services. “The ‘And Beyond’ has so much potential as we go forward,” she said. “It could mean products that enhance the ideal home environment offering, and it could really stem in a lot of different directions that are beyond product, which could definitely differentiate Trane as a true leader in the industry.”
The campaign also was created with input from key Trane dealers. Trane dealers felt that even though clean air is important in differentiating Trane as a leader in the HVAC industry, Trane should also reinforce its fundamental entrance in the category of promoting hot and cold air – specifically Trane air.
The first “Cloud House” television spots began airing this month on national cable as well as local network stations serving Trane’s key residential markets in North America. National consumer magazines will hit the newsstands this month; online advertising and initiatives targeting healthcare influencers will also launch in April. Warrington said she is even in talks with a few distributors who are interested in erecting die-cut, house-shaped billboards promoting the “Cloud House” theme.
