Information and enthusiasm about the Smart Heating System Wiser from Eberle.
As a heating specialist with over 80 years of tradition and expertise, the Nuremberg-based Eberle company has long relied exclusively on B2B communication. When the Schneider Electric brand launched the Wiser intelligent heating system on the German market in 2018, B2C communication also became a decisive success factor. After all, Wiser can be installed and commissioned by the user in just a few simple steps. Eberle commissioned Kaltwasser Kommunikation with the strategic planning and implementation of a cross-media B2C communication campaign.
Wiser appeals to a broad target group: specific smart home titles, classic IT media, lifestyle media as well as publications related to house construction or advice magazines. In the first few months, publications at focus.de, bild.de and connect.de, for example, already achieved print runs of over one million and more than 42.7 million page impressions, respectively. While sweepstakes primarily increase Wiser's profile, extensive product tests offer readers authentic testimonials, step-by-step instructions, and a sound basis for purchasing decisions.
30 testers from the Burda community brands you love were able to test how smart Wiser can be controlled and how easy it is to install as part of a word-of-mouth campaign. The response was high: the testers reported in the content hub of brands you love as well as on their own social media channels, blogs and rating platforms. The campaign achieved a total reach of 1.4 million.
Macro influencer Pipapueppo keeps her community informed about her family life on social media. In December 2018, she presents Wiser on her Youtube channel and shows what advantages the heating thermostat, which can be operated with a smartphone, has, especially for families and the younger target group. The video achieved over 26,000 views.
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