Burkholder’s HVAC wanted a campaign that homeowners would actually pay attention to – something unexpected, fun and impossible to ignore. So SWBR brought in the dinosaurs. Not the scary kind. The outdated kind. Because when it comes to home comfort, an old HVAC system is basically prehistoric.
Convincing homeowners to replace aging equipment isn’t easy, especially when HVAC brands often sound the same. Burkholder’s needed a way to stand out from the standard service-van ads and seasonal tune-up messages that dominate the region. They also wanted to highlight the clear benefits of upgrading to modern, energy-efficient systems without resorting to boring technical explanations. The goal was to create something fresh, memorable and effective across every digital and traditional advertising channel.
SWBR created an entirely new creative platform centered around one question: “Is your old HVAC equipment extinct?” We designed custom dinosaur artwork, campaign messaging and a full multi-channel rollout to bring the concept to life. The visuals popped, the message was simple and the creative translated flawlessly across every placement.
Homeowners saw the campaign throughout the Lehigh Valley: Billboards, Facebook and Instagram ads, Google Display, Paid Search, email campaigns, print ads, sponsorship placements, organic social posts and even across Burkholder’s website. The result was a cohesive, recognizable campaign that delivered Burkholder’s message with clarity and a standout personality.
The dinosaur themed campaign quickly became one of Burkholder’s most memorable marketing efforts. Website traffic increased, engagement across paid and organic social channels grew and the company experienced a rise in replacement leads and quote requests. Customers even commented on the campaign directly, praising the creativity and enjoying the lighthearted approach. By embracing a playful theme, Burkholder’s successfully captured attention and motivated homeowners to consider upgrading their outdated, prehistoric HVAC systems.
Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.
When he’s not working, Ernie enjoys spending time with his wife and daughters. He’s also an avid golfer still searching for his first hole-in-one.
