Welcoming new customers into the world of Navien


Tapping into our extensive knowledge and experience in the UK plumbing and heating market we identified the best approach to introduce the brand to merchants, installers and end customers in a crowded and mature market was through a phased regional roll out.

The first step was to understand the audiences and the relationship between merchant, installer and end-customer. Through a series of interviews, we uncovered that installers are the key decision makers, only recommending brands they had grown to trust over the years. We also discovered what installers are looking for in a boiler brand and therefore the messages that we would need to deliver through marketing communications.

We used this insight to develop a compelling proposition for Navien and generated powerful creative to deliver the messaging.  Working with Navien, we launched a campaign which included merchant events, a roadshow visiting plumbers’ merchants to generate interest and engagement, and a range of in-branch POS and literature.

Shaping Buyer Behaviour

Navien is the world’s best-selling combi-boiler brand, offering reliable, efficient and high performance boilers. Having successfully launched in the USA and Russia from their home in South Korea, they approached us to launch the brand in the UK.

Driving Success

Navien’s range of boilers launched in the UK in September 2016, with promising sales. Feedback from merchants and installers has been overwhelmingly positive towards the brand, the product and the way it has been communicated. The roll out has continued into Scotland and the South East of England.

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