The heating and cooling business is driven by the changing of the seasons. And with the changing of the seasons come manufacturer rebates and incentives. For this fall’s rebates for Wyckoff Industries, we continued our successful series of television spots using third generation owners, Andy Wyckoff and Job Cooper. In addition to being HVAC experts, these guys are pros on camera (and keep us all in stitches when the camera aren’t rolling). Wyckoff’s offers a wide range of home comfort systems from some of the best names in the heating and cooling business including Lennox and Rheem. And each season, all offer impressive programs to entice you into replacing your system. The challenge? How do you offer all of these messages while staying true to the Wyckoff brand?

Using a production concept we developed last spring, Westergaard created an ad template that puts the Wyckoff brand front and center while using these incentives to drive traffic. Featuring the two owners in a stark and simple coved room, we move the equipment in and out as they talk about products and incentives from each manufacturer. In post production, we add icons in Wyckoff’s signature blue that highlight and drive home the product benefits — saving money on energy bills, good for the environment, etc. With an assist from these “Wyckons,” the resulting ads surround manufacturer incentives from Lennox and Rheem with the rich traditions of the venerable and nearly 60-year old Wyckoff brand.

Framing is key to any message strategy — especially when you are selling a solution to an issue. With the sky-rocketing cost of fuel, Westergaard helped the home comfort professionals at Wyckoff’s reposition their HVAC products and services in the context of fuel economy. We have all been trained to think about that gas guzzler in the garage. But what about the gas hog in your basement …?