Lennox Enlists Street Artists For Campaign

Lennox tapped street artists to illustrate the heating and air conditioning company’s first major campaign in five years.

The effort, from GSD&M, is a collaboration of artists, Fluke and Zek & John Pugh and A’Shop, an artist-run collective in Montreal with over 25 years of combined experience in graffiti art and urban aesthetics.

The objective of the campaign is to generate awareness with consumers, specifically “home enthusiasts,” for Lennox residential HVAC products by using art and imagery, says Allen Evans, manager, interactive communications at Lennox.

“The campaign uses art to represent the quiet operation, smart technology, or energy efficiency that Lennox systems provide,” Evans tells Marketing Daily. “The technology used to create the TV images was 3D projection mapping technology, which we had never used before. And we photographed murals painted on the sides of homes for our national print ads and other merchandising materials.”



Themed “What Perfect Feels Like,” the first two 30-second TV spots broke March 30 and center around two murals -- a dragon and a vault. A third TV spot, featuring a robot, will launch in June.

This work is the first with the “What Perfect Feels Like” theme, says Jeff Orth, VP/account diirector at GSD&M, which has held the account for 20 years.

“We know that once you own a Lennox system, you’ll know what perfect feels like,” Orth tells Marketing Daily. “But showing what perfect feels like isn’t easy. So we turned to the art world to bring to life the creativity and imagination that Lennox engineers use to be at the forefront of innovation using the creativity and imagination of the artists.”

In today’s marketplace, you have to be different to be relevant and part of the online conversation, Evans says.

“We looked outside of the traditional types of campaigns HVAC manufacturers usually employ,” he adds. “Consumers may not always realize that the HVAC system in a home can have the biggest effect on the total utility bill. The new advertising is a way for us to convey what our systems can do, and allows us to extend the campaign through all of our targeted consumer touch points.”

The campaign also includes three print ads running in consumer titles including Good Housekeeping and Southern Living. Trade publications include HVACR Business, The ACHR NEWS, IE3 Magazine and Contracting Business.

Social posts and behind-the-scenes online videos with the artists will be tagged with #LennoxArtProject, which will carry on in to the next phase of the campaign this fall. The creative campaign will run through June 2015.

Media is running during the spring “shoulder season” when HVAC dealers tend to be less busy, Orth says.

“Summer, when AC systems break and dealers get emergency repair and replacement calls, is their harvest season,” he says. “We promote Lennox during the springtime to stay top of mind with homeowners and encourage them to replace before summer arrives.”

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