Sustainable energy/home services brand Go Lime is opting for more personal, less product-centered messaging.
The company, which just launched an e-comm platform for purchasing products, booking services and accessing exclusive promotions, is telling its brand story through different vignettes, including a woman whose relationship with her hot water heater has decidedly cooled.
“We shifted from traditional, product-centric communication to storytelling that resonates with homeowners on a personal level,” says Nathaniel Girmaye, the company’s VP of sales and marketing.
“The [spots] were inspired by real-life scenarios that reflect the everyday problems our customers face. We wanted to highlight relatable moments, even humorous ones, to make our brand feel approachable and human.”
As Girmaye tells strategy, the brand has evolved to focus on transparency, flexibility and the adoption of technology.
The goal has been to demystify HVAC services and empower customers with clear, accessible options, positioning Go Lime as a trusted partner, Girmaye explains.
The brand is also deploying creative featuring pitchman (and CEO) Jeff Schwartz who makes a case for owning rather than renting.
“We’re evaluating the right balance,” Girmaye says. “While [he] has been a great spokesperson for the brand, we’re always exploring fresh ways to communicate with our audience.”
The campaign has a full media buy to support the campaign across TV, digital, radio and OOH. There is also a “large buy” across CP24, CHCH and several other media outlets in the coming days and weeks ahead.
The brand handles everything in-house.
As Girmaye explains, Go Lime typically runs two to three large-scale, full media buy campaigns annually, depending on business needs and market conditions. These campaigns, he points out, help boost brand visibility and drive awareness, particularly around key product launches or peak seasons.
One of these, of course, is fall as its homeowner target demo prepares for colder weather and addresses home improvement needs before winter.
“Our target audience includes both younger and more established homeowners. From a marketing perspective, our archetype is the ‘Everyday Man,'” Girmaye says.
The company’s differentiator, he says, is convenience and time saving. Customers can now purchase a water heater in less than two minutes and can pay with just a double click using Apple Pay or other payment platforms, he points out.
“We’re aiming to become the Amazon of HVAC or make the process as seamless as getting a Spotify music subscription.”
