The Ugly Tank Challenge
Challenge.
Capturing sales as an unknown entity during the busiest time of the year.
Emerging from its rebrand as Valiant Energy Solutions, the company faced a tough crowd in central Connecticut’s saturated heating market. With winter on the horizon, the urgency was palpable: Valiant Energy needed to break through the noise and capture market share. It was a battle against ingrained customer habits and competitor loyalty—a battle for attention and trust in a community unfamiliar with the new Valiant Energy name.
Solution.
Launch a contest and have some fun!
RIVET turned the tables with a strategy that was anything but conventional. Understanding that humor and relatability could slice through the mundane clutter of regular ads, we launched the“Ugly Tank Challenge.” This campaign was a call to arms for homeowners to showcase their worst—a rusty, decrepit testament to their need for Valiant Energy’s services. Specifically, the campaign encouraged customers and potential customers to submit photos of their old, rusted, and unappealing heating oil tanks. Supported by a robust voting mechanism and spread across emails, social media, and community outreach, the challenge invited participants to select the ugliest, most disgusting fuel tank, desperately waiting to be changed for something more visually appealing (and safer)!
Results.
One winner takes home a new tank.
The response was explosive. Over 1,000 votes from engaged participants opting into the program were received along with 64 entries from people who believed their tank was among the ugliest. Engagement metrics soared as the campaign morphed into a statewide spectacle, turning passive viewers into active participants. The Ugly Tank Challenge transcended its initial marketing goal, fostering a sense of community while bringing the brand into local conversations and, importantly, into people’s homes. With numerous non-winners taking up special offers, Valiant Energy saw a sharp increase in service sign-ups and installations. The campaign’s ability to convert rust into revenue was undeniable, leading Valiant Energy to institutionalize the Ugly Tank Challenge as an annual event, thereby cementing its presence and expanding its customer base in a fiercely competitive market.
RIVET not only positioned Valiant Energy Solutions as a leader in home energy solutions but also demonstrated that the right mix of creativity and community engagement can transform a new brand into a household name. Marketing is supposed to be fun, after all!
64
contest entries with over 1,000 votes from participants
