Carrier | Doe-Anderson Advertising
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Carrier

The Problem: Homeowners typically define HVAC comfort as a binary choice: hot or cold. Carrier, as the inventor of modern air conditioning, has always occupied the “expert” position in the industry but finds itself confronted with brands selling similar-performing products at a significant discount. Our challenge was to dimensionalize comfort in a way that allowed Carrier to promote new products and technologies while reinforcing its heritage as the category innovator, ultimately protecting its premium position.

 

The Solution

Our new campaign for Carrier used the visual of an “infinite home” to show how their expertise in heating, cooling, humidity management, indoor air quality, and room by room control not only makes your home feel better, but makes you feel more at home.

The campaign ran in placements across TV networks, print publications, ESPN radio and Digital networks.

Website

Working with the Carrier development team, we updated their web portal to reflect new brand standards. We also updated UI and content strategy, to help guide prospects to product education resources and ultimately to contact an authorized Carrier dealer.

Cool Cash

40k Banner Ad

Play Click to play

Financing

40k Banner Ad

Play Click to play

Print campaign

Our print approach was to identify progressive home publications with a focus on brand extensions (smart home editorials and product features). We used the key print titles to introduce the brand to new audiences, including energy conscious millennials.

The Results

Website unique visitors +29%

Website unique visitors +29%

Website pageviews are up 21%. People are spending more time on the site looking at additional pages.

Website pageviews are up 21%. People are spending more time on the site looking at additional pages.

Carrier dealer leads generated from the website increased 17% YOY

Carrier dealer leads generated from the website increased 17% YOY