B2B is an often-overlooked opportunity to inject personality into a brand. But we, along with the team at Lennox, saw this extension of our “Business of You” campaign as a way to really engage HVAC dealers to choose Lennox as their supplier. It was important to represent them as the enthusiastic, charismatic people they are while highlighting the benefits they’ll get from a partnership with Lennox.
Lennox is focused on supporting dealer success by listening to their feedback, translating it into industry-leading innovation, and ultimately giving them a competitive advantage. It makes sense to tell that story from the dealer POV, based on real feedback.
The spot itself will use paid media to encourage new dealer sign-up and to reinforce positive perceptions among our current dealers. It’s running in digital formats including ConnectedTV, Social, Google Performance Max.
– Director, Martin Rodahl at Picture North
– Producer, Stefany Strah
