Ideal Heating will debut Boiler Woman as part of its ‘Heartwarming Moments’ TV campaign.
The ‘Heartwarming Moments’ creative is inspired by classic movies. Last year, Ideal’s Boiler Man character recreated the iconic potter’s wheel scene from Ghost, and brand new for 2021, Boiler Woman will take centre stage in a remake of the closing scenes of 1982 romantic blockbuster Officer and a Gentleman.
The campaign will run across primetime ITV and Sky stations throughout January, supported by ITV, Sky and All4 video-on-demand, social media, digital display and PR.
The 2021 ‘Heartwarming Moments’ campaign promotes the company’s 10-year warranties available on the Ideal Logic range, as well as Ideal’s Trustpilot rating and Good Housekeeping Reader Recommended status.
Jo Shepherd, Chief Marketing Officer at Ideal Heating, said: “The boiler is the beating heart of every household, but it’s so often taken for granted.
“Boiler Woman’s big moment in the spotlight is for all the boilers out there that play a vital role in the heartwarming moments we treasure in the home – especially at this time of year.
“We know our creative is effective in boosting awareness and consideration among homeowners, who recognise the fun personality and heartwarming tone of voice we’ve become famous for. Ultimately, we want to support our merchant and installer partners, and help them drive sales.”
Ideal Heating was founded in Hull in 1906 and employs more than 800 people.