Lennox Pivots Messaging During Pandemic with the Help of Firehouse | Watch Spotlight Interview
Lennox International is a recognizable brand that most know and trust for quality heating and air conditioning systems. It was founded in 1895 in Marshalltown, Iowa by Dave Lennox, the owner of a machine repair business for railroads. One day two inventors, Ezra William Smith and Ernest Bryant, brought their idea for a riveted steel coal-fired furnace to his shop and asked him to build prototype parts. In payment, Lennox accepted their patent, obtaining the rights to the idea. He improved upon their design and founded the Lennox Furnace Company. Over the years, the Lennox brand has become a leading global provider of climate control solutions for the heating, air conditioning and refrigeration markets. Lennox International is currently headquartered in Plano, Texas.
Kim McGill is Vice President of Marketing at Lennox Residential and Steve Smith is the CEO of their advertising agency, Firehouse. In her role at the Lennox flagship brand, Kim reframed the HVAC conversation with consumers by challenging them to “Rethink Your Air” and unveiled the new tagline, “Air is life. Make it Perfect.” Since his early days at Firehouse in 2006, Steve led a deliberate shift from promotion-centric to strategically and creatively driven AOR engagements with national brands like Lennox.
During the recent pandemic, both Lennox and Firehouse made a pivotal shift in a campaign that was originally meant to be fun and tongue-in-cheek. Health, comfort and safety become the key ideas to keep their current and future customers feeling secure. Interestingly, the need for clean air has become increasingly important, the longer we stay at home.
AdChat DFW’s Patty Harrison had an opportunity to sit down with both Kim and Steve to talk about how their advertising and market strategy shifted dramatically during the COVID and how the demand for clean air is changing the future of the HVAC industry.
Watch the fun spots and interview…