NIBE launches ‘Take the Step’ campaign

NIBE Energy Systems is hoping to support more UK consumers to embrace heat pump technology with a new campaign.

The company says its ‘Take the Step’ campaign is designed as a consumer education programme to debunk misinformation surrounding heat pump use. NIBE Energy Systems will look to provide valuable information on the systems and highlight the benefits of low-carbon heating solutions.

Through social media, videos and real-life case studies, the company says it aims to ease consumer concerns and generate leads for its NIBE Pro installers.

The campaign focuses on three core areas: sustainability, ease of use and quality. It will address what the company believes are some of the common myths about heat pumps linked to concerns over noise and installation complexity, while also showcasing satisfied customers across various types of homes.

NIBE, which has noted the success of heat pumps in markets such as Sweden, is now using its experience of supplying the technologies in Europe to act as a trusted voice for the UK’s growing heat pump market.

Olivia Downing, head of marketing for NIBE UK, emphasised the need for consumer education with expanding interest in heat pumps. She stated, “In the UK, there is still significant mistrust and misunderstanding when it comes to heat pumps. Our research into Google search trends revealed that concerns such as ‘are heat pumps noisy?’ are disproportionately high in the UK compared to countries like Germany and France. Through this campaign, we aim to address these issues head-on and help consumers feel more confident in making the switch to this energy-efficient technology.”

‘Take the Step’ is also a business opportunity for NIBE Pro installers. The campaign said it will supply leads to local installers via targeted digital advertising on Google and social media, along with helpful articles on NIBE’s website. Consumers will be able to learn more about heat pumps and connect with NIBE-certified professionals for installation, all through a streamlined online process, according to the manufacturer.

NIBE aims to use the campaign to encourage more potential customers to explore lower-carbon heating solutions, particularly as the UK market continues to grow. Downing added: “The popularity of heat pumps is on the rise, but we still have a long way to go in the UK. We believe ‘Take the Step’ can help those who are hesitant make a more informed choice, whether directly through our campaign or via our installer network.”

The campaign will also feature resources for NIBE Pro installers, available through the newly launched Pro Portal, providing them with marketing tools to explain the advantages of heat pumps to their customers.

For updates on the campaign, you can follow the hashtag #takethestep.

NIBE is an Industrial Associate of CIPHE, to see the full list of Industrial Associates check out the directory HERE