Launch campaign designed to shift brand perception, strengthen market position and increase customer loyalty
As part of a wider brand transition, this campaign was designed to retain Remeha’s trusted equity while reinforcing Baxi’s position as a credible force in the commercial sector. Over ten months, we delivered a dynamic, three-phase campaign to introduce the next-generation Quinta Ace boiler range. This pivitol launch built intrigue, revealed innovation and drove commercial action – supporting customer confidence and boosting market visibility of Baxi’s commercial credentials.
Building equity through creativity
To ensure a seamless transition from Remeha to Baxi, we introduced “Remeha by Baxi”, a joint naming strategy designed to retain and transfer Remeha’s strong brand equity and association with high-performance commercial boilers, while signalling Baxi’s long-term commitment to delivering total heating and hot water solutions.
We developed a bold, confident proposition “The Quinta-ssential commercial boiler”, cleverly reflecting both the product name and its position as a market-leading solution. Spanning a ten-month period, the campaign evolved across three phases, so it remained fresh and visually consistent, with adaptable assets that delivered longevity and impact
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Strengthening key brand attributes
We conveyed two critical messages: first – Baxi Solutions make it simple for customers to choose the best technology for their needs. And second – that choice, quality and service backed by strong, reliable expertise were still at the forefront for customers.
The campaign was designed to strengthen Baxi’s presence in the commercial sector and grow market share. This meant carefully crafting the message to position Baxi as a credible commercial leader – taking customers on a journey that built trust and reinforced the brand’s expertise in this market.
A campaign in three acts
Phase 1 – Building intrigue
The teaser campaign sparked curiosity, hinting at an exciting evolution without revealing too much. The creative tone was deliberately mysterious, inviting the audience to anticipate something big.
Phase 2 – Highlighting innovation
At launch, bold visuals and messaging highlighted the core product features and benefits. The cohesive campaign narrative was delivered across all digital, technical and promotional touchpoints.
Phase 3 – Driving action
Audiences were then directed to the Quinta Ace landing page, with the campaign emphasis shifting to the range being available and in stock now.
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Teaser Film
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Lasting impact
This collaborative campaign maintained customer engagement throughout the brand transition, strengthened Baxi’s position as a forward-thinking market leader and elevated awareness of the Quinta Ace’s performance and flexibility. It also equipped sales teams with modular, scalable creative tools, ensuring the message remained consistent and compelling from first reveal to final call-to-action.
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The Quinta campaign has been incredibly effective for us. The campaign assets evolved throughout, keeping a consistent and recognisable look and feel. It really highlighted the products key features and benefits, whilst helping us build trust and visibility with the right audience in a meaningful way.
Commercial Market Manager, Baxi