Carrier: Selling Hot Air

Marketing a a furnace or an air conditioner reminds me of one of those classic ad conundrums: How do you sell the hole, not the drill?

In the world of HVAC, products are rated by efficiency and size. But no homeowner cares about SEER or AFUE. No one cares about the rust-proof exterior or the UV lights that prevent mold from growing on the coils.

Generally speaking, HVAC brands are considered only in times of need. As long as their A/C unit works, consumers want no part of any sort of awareness campaign. Heck, hyper-aware consumers might even feel turned off by a winter-time furnace ad because it smacks of being predatory.

Which means that HVAC is perfect for the highly segmented, rational, long-form approach of interactive.

At Pop Art, I worked with Carrier Residential on a number of campaigns. I’m in the process of adding more examples. Click around for descriptions.

PPC
Locally targeted display media
Landing pages
Microsites
SEM
SEO
Infinity
Edge
Generator
Hybrid Heat