DAIKIN Funding Service Campaign for Heat Pumps

Heat pump owners are climate protectors and satisfied customers are the most credible testimonials

Heat pumps are one of the key technologies for climate-neutral heating. They stand out for their low CO₂ emissions, turning every heat pump owner into a climate protector. To encourage their adoption, the government subsidizes the replacement of old oil heating systems with grants covering up to 50% of the investment costs. With the DAIKIN Altherma 3 H HT, DAIKIN – a specialist and market leader in heat pumps – offers a seamless heating replacement solution that requires no additional home modernization work.

Between June and December 2020, modem conclusa developed and implemented a cross-media campaign targeting homeowners. The campaign aimed to raise awareness of heat pump benefits for older buildings while strengthening DAIKIN’s reputation as a heating system manufacturer. The goal was to provide homeowners with objective information and credible recommendations, showing how easy it is to switch from fossil fuel heating to heat pumps. At the core of the campaign were real-life stories from homeowners who had already made the switch. modem conclusa selected these case studies and documented the heating system replacement process with professional photography and video production. Following this, modem conclusa created and strategically placed case studies for online and print media, ensuring targeted distribution across relevant channels. YouTube videos were a key part of the campaign, generating around 40,000 views in just four months:

Video: Switching from an oil heating system to a heat pump: Conversion & Benefits with the DAIKIN Altherma 3 H HT

Video: Heat Pump & Photovoltaics: Energy Independence with the DAIKIN Altherma 3 H HT

Video: Heating Hero – Heat Pumps in Older Homes: Replacing an Oil Heating System with a Heat Pump

modem conclusa also contributed to the campaign website by conceptualizing key topics and managing the “Real-Life Stories” section: DAIKIN Heating Technology.

The campaign successfully reached over 9 million contacts. Working alongside DAIKIN’s media agency, social media agency, and SEO/SEA agency, modem conclusa helped generate significant leads and website traffic. Visits to the company website increased by 205%. ‘Overall, we are very satisfied with the results of the promotional service campaign. We have broken new ground together in the course of this campaign. I would like to take this opportunity to thank you all. It was only thanks to your ideas and good cooperation that we were able to achieve good results,’ says Regina Behrens, Head of Residential Marketing at DAIKIN Airconditioning Germany GmbH, summarising the results.