Carrier NA Residential Generator
In 2007, although Carrier North America Residential had a range of high-quality home generators, they were struggling with weak market share. Generators are a support business for Carrier. They help their traditional HVAC products run during power outages. Pop Art created the ability for Carrier’s online audience to evaluate the sense of urgency, and empowerment, of having the right generator to maintain power when the power grid can’t.
TAGS: Information architecture, Carrier Edge interactive design
The Challenge
Carrier needed to translate what size generator provided homeowners the juice they require to run the appliances they consider critical when faced with unexpected power outages.
Strategy
Develop a microsite to display the benefits of generator ownership in a way the audience could physically interact with. Integrate online advertising across news sites; present the experience of a power outage, and Carrier product solution.
Results
By improving access to product information online, the site increased sales calls to local dealers, while decreasing unqualified leads and focusing dealer’s efforts on the leads with greater promise to convert to a sale.