Ideal Heating came to FMI with the challenge to raise the profile of their company and highlight the many features of their new range of Logic boilers within the UK market. They specifically wanted to communicate the benefits of a new product and its ease of servicing to nationwide installers and heating engineers.
FMI conceived and delivered a UK roadshow inviting installers and heating engineers to compete in a timed challenge to service one of their boilers. Hosted over 9 weeks at 30 UK go-karting venues with a “race to win” theme everyone that attended received a goody bag with promotional material. First launched at the Installer Live Tradeshow in Coventry with a large event stand, boiler installation unit and glamorous hostesses.
As a result of the roadshow, some 1,200 heating engineers and customers were exposed to the products and brand, whilst new business relationships were formed. This raised the profile of the company and products which fundamentally increased sales of the new Logic boilers.
Go Karting events