On March 29, Trane launched its 2021 consumer-targeted spring campaign. The goal is to drive and maintain our number-one position in the industry for top-of-mind awareness. The campaign runs through mid-June nationwide.
Specifically, the campaign leverages both video and display tactics to reinforce brand recall and increase brand awareness.
Key tactics include:
- Streaming on demand via Hulu, targeting key demographics in the Home Improvement space
- Video and display advertising via Tremor, which allows for targeting across all user screens
- Video and display on Facebook and Instagram, with targeting toward key demographics
Key creative elements:
- Split between Relentless Testing and Go videos
- Regional phasing (chasing Spring)
- Southern Markets: All assets used from launch
- Northern Markets:
- Rain & Slam: 3/29–4/15 (suitable for lingering cold weather)
- All assets: 4/16–6/20 (suitable for the advent of spring)
Download the one-pager for additional information: 2021 Spring National Brand Campaign – Media Plan Approach (PDF)