Case Study

 The Client

Established in 1937, Rheem Australia is the largest manufacturer of water heaters in Australia and a leader in solar thermal water heating solutions. We have been working with Rheem since 2007.

 The Challenge

To celebrate its 75th anniversary in 2012, Rheem took it as an opportunity to give back to the plumbing industry, particularly those who represent the future – namely, apprentice plumbers.

Our approach

Our team worked closely with the marketing team at Rheem to develop the Rheem Apprentice Plumber program intended to assist apprentices and young people in achieving their dreams and career objectives.

The Rheem Apprentice Plumber Grants program kicked off with 75 x $1,000 grants being awarded to 75 hardworking apprentice plumbers in need of financial support.

Our integrated campaign started well before the applications opened – drafting the application form, managing advertising and website marketing, point of sale at plumbing merchants as well as direct mail – not to mention publicity.

We also sorted through all entries and created a shortlist to assist the judges at Rheem in narrowing down the finalists, and contacted all winners in order to secure further information for publicity purposes.

The result

The inaugural program attracted more than 300 entries and in the pre and post publicity, generated excellent brand awareness and goodwill for Rheem, positioning the company as taking care of young people in an industry that has supported it for the past 75 years. Our team achieved significant coverage in in mainstream and local media prior to the launch of the grants, and post campaign generated extensive coverage across trade, local, regional and metropolitan media profiling individual grant recipients.

Because of the attention the grants scheme attracted during the 75th anniversary celebration, the Rheem Apprentice Plumber Grant Scheme has run every year since with 25 x $1000 grants awarded to some outstanding apprentice plumbers.

And our team has consistently achieved outstanding coverage for the program and individual grants recipients.


Rheem Apprentice Plumber Grants Coverage