Lennox Industries, a heating, cooling, and indoor air quality systems provider, wanted consumers to start thinking about more than furniture and décor when it came to defining being comfortable in their homes.
The company launched the "Lennox Home Comfort Makeover Contest" to show consumers that other factors, such as indoor pollution, humidity, and temperature, also affect the comfort level in their homes.
Lennox tapped BlueCurrent PR to develop and implement the contest, which involved identifying the most uncomfortable home in North America and transforming it into a healthier living space using Lennox products. Contestants had to complete an application conveying their homes' uncomfortable aspects. The winner received a $60,000 "environmentally friendly, home-comfort makeover."
BlueCurrent created and distributed releases, pitch letters, a matte article offering tips for improving home comfort, and product fact sheets. Home and lifestyle editors in the 50 largest US markets and key Canadian markets were contacted, as were regional home publications. Blue Current distributed releases announcing the winner and runners-up, each of whom did print and broadcast interviews locally.
The campaign generated 500 entries, with more than 23,000 people visiting the contest Web site. The effort reached an estimated 10.9 million-plus consumers via more than 360 placements in US and Canadian print and broadcast outlets, "through which we were able to talk about the benefits of Lennox's customized home-comfort solutions," says Bob Kowynia, Lennox manager of advertising and communications.
Lennox and BlueCurrent are using the success of the campaign as a springboard for a broader consumer education program.
PR team: Lennox Industries (Richardson, TX) and BlueCurrent Public Relations (Dallas)
Campaign: Lennox Home Comfort Makeover Contest
Duration: June 2005 to January 2006