Young & Laramore | Agency Profile, Contacts, AOR, Client Relationships

Campaign Imminent Update: Ingersoll-Rand's Tran HVAC brand debuts first work from new AOR

Update (8/16): After Montvale, NJ-based American Standard Heating & Air (more info below), the agency completed its first work for Trane. The new "Tested to Run" campaign, which will debut nationally next month, features multiple spots that will run across broadcast and online video. The campaign will also include print, outdoor, digital and social channels. 

Since we reported on the agency win in January, Pathmatics reports that Trane's digital display activity is already more than it was for all of last year. As such, digital sellers should reach out right away to secure upcoming campaign dollars. 

Additionally, TV sellers should keep going after potential last minute campaign revenue. According to iSpot, the majority of Trane's national TV spend runs through Q2 (winter heating and summer cooling campaigns). So, while there should be plenty of revenue available in Q4, be sure to begin seek upcoming Q2 dollars, as well. 

Below originally published 1/27

Named Indianapolis-based agency Trane and American Standard Heating and Air Conditioning brands. The new shop is tasked with brand strategy, creative, social media, media planning and buying, analytics and measurement. The agency's first work for the two brands is expected to launch in Q3 of this year and will run across broadcast, digital, social and outdoor channels. 

Keep in mind that Trane's ad presence has been much larger than American Standard's in the past. In fact, for all of 2016, Pathmatics reporting a rise in digital display from 2015 to 2016. However, for comparison, neither iSpot nor Pathmatics have any ad spend information on American Standard. 

As such sellers with high engagement rates among homeowners should begin reaching out now to secure upcoming campaign revenue. Focus pitches more on Trane since it's likely to continue receiving larger ad budgets. Havas Formula will collaborate with the new shop on PR.

Additional Insight

Trane TV Breakdown: According to iSpot, Trane spent $3.1 million on national TV ads in 2016, up from the $1.7 million spent in 2015. 

Trane Digital Breakdown: Pathmatics reports that Trane spent $301,700 on digital display in 2016, a major increase from the $29,700 spent in 2015. For all of last year, the majority of display spend was allocated towards desktop ($254,300), $3,300 towards mobile and $44,400 towards desktop video. The ads were placed primarily through the trading desk (66%), with the remainder placed 17% DSP, 13% site direct and 4% ad network. Top ad destinations included realtor.com, aol.com and hometalk.com. 

In comparison, so far this year, the brand has spent $4,100 on digital display, $3,800 of which has gone towards desktop and $400 towards mobile. So far the ads have been placed 99% ad network and 1% DSP on top sites including listenonrepeat.com, answers.com (AnswersCorporation), tvtropes.org and foxnews.com (Fox NewsDigital). 

Ingersoll-Rand
One ARO Center
Bryan, OH 43506
(419) 633-6800

Trane
​800-E Beaty Street
Davidson, NC 28036
(704) 896-4000

Brian Welborn
Director, Brand & Marketing Communications - Residential HVAC
(704) 896-4000
​@irco.com

Kevin Stamets
Director, Marketing - Trane Commercial
(704) 896-4000
kevin_stamets@irco.com