Heating matters most to entrepreneurs, owners and business managers: they must keep employees comfortable while utility tariffs rise. The concept was built for them.
Bilux’s main rivals are not direct competitors but the heaters with a larger market share: boilers (production areas, workshops), convectors and floor “blowers” (offices), short-wave infrared heaters (restaurants and cafes).
Each commercial builds on one rival’s advantages and is set in the interior where that heater is most common. The closing line “…what’s the matter with you …?!” points at the rival’s shortcomings.
The videos were part of a narrow targeting strategy: people who had recently shown interest in one of these heater types saw the commercial about that type.