On 28th March 2019 at the European Association Award 2019, the EHPA's "I Love Heat Pumps" campaign was named the Best Association Communications Campaign. This prize rewards 4-years communication efforts of raising awareness about heat pumps and their benefits.
The judges commented during the ceremony:
“The judges felt this was an efficient, creative campaign, with an original and fresh approach to promote heat pump technologies. Great job!"
The Master of Ceremonies Brian Maguire also said:
"I love heat pumps - who doesn’t ? Congratulations!"
The "I Love Heat Pumps" campaign
The "I Love Heat Pumps" campaign started in 2014 when we realised that it was becoming more and more difficult to reach our target groups via facts and technical communication, so we decided to wrap the factual benefits of heat pump technologies into an envelope of emotion and different approach and angles.
Our goal was to make heat pumps appealing on the emotional level, to make them easy to like and to be remembered.
We used candies (2014), ice cream flavours (2015, 2017 and 2018) and flowers (2018) to explain the advantages and the main contributions of heat pumps to the EU climate and energy targets. Addressing our audience with a mix of the five senses (sight, hearing, taste, smell, and touch) we were able to better stimulate long-term memory, thus making stronger our message in time. In particular, colour-coded messages were activated to transmit specific benefits of the heat pump technology.
2014 - I love HP campaign- Candies and mugs were chosen as the medium between MEP’s and heat pumps’ benefits. Coffee mugs (I love heat pump) postcards and a box of candies were sent to all members of the ITRE and ENVI Committees of the European Parliament, in order to introduce to the new MEPs the benefits of the heat pump technology.
2015 – 2017 - 2018 - Ice Cream Activity in EUSEW – This successful initiative is now a classic during EUSEW. Ice creams were offered to the participants together with an explanation of how heat pumps are linked not only to heating but to cooling as well. The different ice cream flavours were translated into heat pump benefits, each colour/flavour corresponded to one benefit.
2018 – Flower campaign – Next step was to approach city representatives as important actors of the energy transition, we identified planting as a metaphor for long-term planning, which is the main characteristic of a city government. Boxes containing six tulip bulbs, which varieties were connected to our colour scheme, were sent to Mayors of the EU capitals, as well as cities that have been using green solutions. Each box included an explanatory postcard that explained the benefits in colour-coded tulips and invited mayors to contact us for more information about how heat pumps could contribute to sustainable cities.
Check out more about our communication campaigns here.
Name: Eirini Litina
Mobile: +32 (0) 493525781