Microwave ovens? Why not microwave boilers...

Summary

Heat Wayv had invented the microwave boiler as a zero-carbon replacement for gas boilers and turned to TUVA to help. The agency devised the positioning strategy, created a high-profile launch and built an influencer campaign to bring them to the world’s attention.

Brief

TUVA developed and created a brand-new website and social channels to give the Heat Wayv brand an online presence and dedicated place to house downloadable materials. TUVA then prepared a classic media launch with pre-briefings of national, technical and special interest publications. The launch was followed by a campaign to highlight the differentials in total cost of ownership that highlighted the clear advantages of microwave boilers. Alongside the media campaigns, TUVA also engaged with politicians and political influencers to drive government understanding of the potential of microwave boilers. TUVA also advised Heat Wayv on its fundraising rounds and the creation of materials used to brief potential investors.

What We Did

With gas boilers to be banned by law from installation in new build homes from 2025 and as replacements from 2030 the world is badly in need of clean alternative. While heat pumps and hydrogen boilers attracted a lot of media attention, they were impractical and unaffordable for many homes. Heat Wayv tasked TUVA with generating media and political attention for its microwave boiler and to position it successfully against heat pumps and hydrogen boilers.

Heat Wayv's microwave boilers are a zero carbon replacement for gas boilers.

Results

The launch of Heat Wayv was reported across the media including national titles such as The Economist, The Guardian, The I, Daily Express, Which? and Daily Mail; and by technical and trade publications such as Heating & Ventilation, Air Quality News, Power Engineering and Energy Savings Trust. The coverage led to a surge of website hits with over 5,000 unique users visiting the site in the first 24 hours with interest in both purchasing the Heat Wayv microwave boiler and to potentially investing in the company. The influencer campaign led to direct briefings with senior politicians and civil servant resulting in consideration of the microwave boiler as an affordable zero-carbon alternative to the heat pump or the hydrogen boiler.