NIBE Energy Systems launched the "Take the Step" campaign on 15 October 2024, described by the company as a consumer education programme intended to debunk misinformation about heat pumps and support more UK consumers to adopt the technology1. The campaign was announced through CIPHE, of which NIBE is an Industrial Associate1.
The campaign focuses on three core areas: sustainability, ease of use and quality1. According to the company, it addresses common myths about heat pumps linked to concerns over noise and installation complexity, and showcases satisfied customers across various types of homes1. NIBE says it will use social media, videos and real-life case studies to ease consumer concerns and generate leads for its NIBE Pro installers1.
Olivia Downing, head of marketing for NIBE UK, said the company's research into Google search trends found that concerns such as "are heat pumps noisy?" are disproportionately high in the UK compared with countries such as Germany and France1.
"In the UK, there is still significant mistrust and misunderstanding when it comes to heat pumps. Our research into Google search trends revealed that concerns such as 'are heat pumps noisy?' are disproportionately high in the UK compared to countries like Germany and France. Through this campaign, we aim to address these issues head-on and help consumers feel more confident in making the switch to this energy-efficient technology."
The campaign will supply leads to local installers through targeted digital advertising on Google and social media, alongside articles on NIBE's website1. Consumers will be able to learn about heat pumps and connect with NIBE-certified professionals through what the manufacturer describes as a streamlined online process1. NIBE Pro installers will also receive resources through a newly launched Pro Portal, providing marketing tools to explain the advantages of heat pumps to their customers1.
NIBE, which has noted the success of heat pumps in markets such as Sweden, says it is using its experience of supplying the technology in Europe to act as a trusted voice for the UK's growing heat pump market1. Downing added that the popularity of heat pumps is rising but that there is still a long way to go in the UK1.
Why it matters for households
The campaign targets a specific barrier to household energy independence: consumer uncertainty about how heat pumps perform in practice. NIBE's own research, as reported, points to noise and installation complexity as the concerns it believes are most widespread among UK households1. For a household considering a switch away from gas heating, those concerns sit alongside the practical questions of what a heat pump installation involves and how it is arranged. The campaign's stated purpose is to answer those questions through case studies and explanatory material rather than through product claims alone1.
The lead-generation element means households engaging with the campaign will be directed towards installers certified under the NIBE Pro scheme, rather than to a general installer search1. NIBE is one of several heat pump manufacturers active in the UK market. The wider context is that a heat pump, combined with a well-insulated home, allows a household to run its heating from electricity rather than a gas connection, which is the basis of heat pumps and household energy independence.
What happens next
The campaign is running under the hashtag #takethestep, which NIBE says households can follow for updates1. No end date, budget or target figures for the campaign have been reported1.
Sources1 cited
- NIBE launches 'Take the Step' campaign, ciphe.org.uk