The partnership comes at a pivotal moment for the home heating sector. Rising interest in renewable technologies, strengthened government support for heat pumps, and growing consumer concern about climate change have all accelerated demand for reliable, low-carbon heating choices. Virgin Radio’s audience is particularly well aligned with this shift: listeners are five times more likely than the average UK adult to have, or be considering, a heat pump, and 65 per cent say they are worried about climate change.
Running across Virgin Radio UK, Virgin Radio Legends, Virgin Radio Chilled and Virgin Radio 80s, the sponsorship covers weekday afternoon and weekend morning weather bulletins, with 32 sponsored updates airing every week. Across the campaign, NIBE’s message will reach more than 5 million UK adults and deliver over 145 million individual impressions.
In addition to high-frequency 10-second weather sponsorships, NIBE will run specially created 30-second advertising spots featuring Swedish football legend Freddie Ljungberg, NIBE’s brand ambassador. Freddie brings further personality and recognition to the campaign.
“Heat pumps are a mainstream solution for households wanting to cut carbon and take control of their energy use. This partnership with the Virgin Radio Network gives us a powerful platform to help demystify low-carbon heating and reach consumers who are actively thinking about the future of heating their homes. Freddie’s involvement adds another level of energy and relatability, and we’re excited to see the impact of the campaign over the next 12 months,” said Olivia Downing, Head of Marketing at NIBE.
www.nibe.co.uk