Heart-warming moments.

Ideal Boilers
Scope of Work
TV Ads, Radio, Digital Marketing, and Social media

Global heating solutions manufacturer, Groupe Atlantic have a number of consumer and trade brands, with the jewel in the crown being Ideal Boilers, one of the top three brands in the UK. Ideal Boilers has built a solid reputation with heating installers to drive sales of boilers. With consumers becoming more and more involved in the decision making process, Ideal briefed us to develop a disruptive campaign that would put its name on the map, build brand awareness, and ensure Ideal are top of mind when considering a new boiler.

Our Approach

The boiler is central to our home, a key member of the family providing warmth and comfort.

We created an impactful and entertaining campaign centred around the key idea that an Ideal Boiler can create heart-warming moments.

We took iconic films with a strong emotive narrative and created entertaining pastiches, featuring Ideal's very own hero 'Boiler Man'. The first in the series to air was Ghost with more to follow.

The campaign was rolled out through TV, radio, digital, and social media with a consistent look, feel, and tone of voice.


Ideal have seen sales rocket and brand awareness, consideration and recommendation grow +5%, putting them ahead of the competition.