BtoB

Integrated Campaign (Less than $200,000) - Luxaire

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Agency: Godfrey, Lancaster, Pa. Campaign name: “Introducing the New LX Series” Launch date: January 2008 Creative credits: Co-creative directors: Steve Wissler & John Lindsey; copy director: Glen Bentley; art director: Kim Tull; photographer: Scott Kriner; designer: Rob Smith; illustrator: Brad Allen Why we liked it: This campaign by Luxaire to market its furnaces and air conditioners/heat pumps is an old-fashioned example of b-to-b integrated marketing at its hard-working best. But just because it's an old-fashioned “product as hero” approach doesn't mean this campaign doesn't have a grasp of how to use technology to its fullest. In addition to print advertisements and sales materials—product literature, direct mail and store banners—the campaign also had a strong interactive component. The online portion included destination pages, animated banners and animated button ads. An interactive Flash game gave customers and distributors a chance to win Super Bowl tickets. And all the elements of the campaign, whether they were online, in stores or in print, drove home the message that appeared in print. For the gas furnaces, Luxaire used the headline “The biggest idea in furnaces just got smaller” to emphasize the installation advantages that the 33-inch furnace offered. That's a pretty good headline, and it clearly states the benefit Luxaire is emphasizing. Similarly, the print ad headline for Luxaire's air conditioners and heat pumps—“Meet the new middle class”—clearly identifies that this new product is going after the middle market.
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