Disrupting the British heating industry through digital
Brand: Boxt Agency: Zone
Disrupting established markets is how may new brands make their mark. So it was that Boxt set out to shake up the conventions of the home heating market, turning the laborious, two-week process of arranging for a new boiler installation into a 20-minute interaction on a mobile phone.
The people behind Boxt already had a bricks-and-mortar business and thus industry contacts, but with their new venture they wanted to use digital to leverage their expertise and create a seamless digital experience that could complete an installation in 24 hours.
Aware that big players such as British Gas and EDF were working on their own digital heating installation platforms, being first to market was a priority.
At the heart of the Boxt proposition was a questionnaire that customers would complete that addressed their boiler needs and gave fitters precise information for a quick, safe and clean installation. Boxt would use fitters on a freelance basis, a similar approach to Uber's use of self-employed drivers.
Clean, stylish branding that reflected the streamlined level of service offered by Boxt was created. The easy-to-use consumer app employed an airline-style booking engine that adjusted installation prices algorithmically based on fitter and stock availability. For fitters, Boxt created a dedicated app through which they could input their availability, complete post-installation photos and manage their payments.
In the early spring of 2017, a soft launch utilised small spend on pay-per-click and Google AdWords, with short-term targets smashed. A full launch in September was spearheaded by an above-the-line campaign using TV, newspaper and digital and social advertising.
The campaign’s and product’s impact was dramatic. Within a year, Boxt became the second biggest installer of boilers in the UK.