A leader in commercial HVAC technologies had developed a down-fired cast iron condensing boiler for the consumer market—one that out-performed the competition in terms of longevity and efficiency. To help build relationships with contractors and installers, and promote use of the product, we developed a variable print direct mail campaign for the company’s sales force. Utilizing the visual elements and language we established in the initial launch, including the “Know Something More” tag line, we developed a direct mail piece that supports the new boiler’s key attributes as a green, durable, efficient system. To help make a more meaningful connection, contacts’ names are incorporated directly into the printed design. This small touch gives the piece more of a one-to-one conversation feel, opening doors for the company’s sales team in a unique way.