Rinnai Australia has kicked off its new brand campaign, ‘Total Home Comfort’, but in an adorable twist, its narrative is told through the eyes of brand ambassador Rinn, a talking black and white border collie.
The campaign, from creative agency Red Crayon, aims to highlight the expanding range of hot water, heating and cooling products Rinnai offers, along with the benefits of choosing Rinnai as a total home comfort solution.
A suite of tailored 30 second TV commercials introduce Rinn, who invites viewers into his family home for a sneak peek at some Rinnai products in action.
Rinnai Australia national marketing manager, Adam Jarski, said the new campaign is designed to highlight the brand’s strong point of difference.
“Rather than focus on a single product specialisation, like heating or cooling, Rinnai has evolved into a brand which now offers a full range of home appliances across hot water, heating and cooling,” he said.
“This provides our customers with the confidence that they are buying quality and trusted products to help support their lifestyle and family comfort needs.
“As we continue to broaden our product range, it was important for us to give the Rinnai brand a single, meaningful identity anchored by ‘Rinn’ and a fresh new look across our brand and marketing communications.”
In time for winter, and with the help of Red Crayon, Total Home Comfort will be rolled out over the next 12 months via external channels including TVC’s, Outdoor, Online, and in-store experiences across the country.
Red Crayon founder, Craig McLeod, added, “We all felt we needed something special that would grab people’s attention and ensure they wouldn’t forget our message and new positioning.
“The idea focuses on using a series of brand cues (logo, colour and a brand anchor) designed to aid memory. Memory is the link between an advertisement and brand choice. We want people to remember Rinnai when they’re in a buying situation.
“Ultimately our aim is to build brand salience for Rinnai over the coming months and years.”