Water heaters are rarely selected by the customers in the homes they are installed. More often, they are sold by plumbers. Plus, beyond price, their benefits are hidden in technical specs and can be hard to decipher. Rheem needed a way to stand out from its competitors in moments of consideration, becoming the brand of choice and reinstating itself as an Aussie household name. So, we created a series of 4 films to highlight different products and the stories surrounding them.
While Rheem has a special place in the hearts of some Australians - down, for the most part, to that jingle - water heaters are not traditionally emotional products. We saw an opportunity to change that. By connecting Rheem’s products to the ways of life that make up Aussie households, we gave homeowners a reason to believe in Rheem for reasons beyond the technical. We identified four relatable Australian stories - the multitasking mum, the beleaguered dad, the fresh-faced couple, and the inspired retirees - and aligned each of them with the Rheem product that would fit best into their lives. We wrote a film for each story, staged as an interview and cut with B-roll, but instead of describing products, we described life.
