One of Canada’s leading home services providers, Enercare needed to drive leads for

their furnace replacement business. The problem was no homeowner ever gets excited

about replacing the furnace in their home. It’s one of those necessary evil type

expenses that there is very little perceived value in. As a result, Homeowners generally

don’t do it until they feel like they absolutely have too which saddles them with

equipment that’s outdated, inefficient and constantly breaking down.

Our task was to convince them that upgrading to a new furnace with Enercare was

worth it. How did we do that? By getting homeowners to imagine a person from decades

past. A mullet-wearing, acid wash-clad, hammer pant enthusiast happily dancing The

Macarena. Funny, right? Now imagine that person is your furnace, and the days are

only getting colder. By creating a striking scene out of forgotten styles of the past we

made the point to homeowners it’s time to ditch their dated furnace and all the problems

that come along with it. Beyond digital video, OOH, programmatic and social were a

part of our demand generation media plan.

By way of results, this recently launched campaign has got Enercare off to great start as

Fall quickly transitions into the always harsh Canadian winter. Canadians are retiring

furnaces like they retired their mullets with leads up versus last year.

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