Taking British Gas back to the future (2012)
Campaign: Taking British Gas back to the future
Brand: British Gas
Client: British Gas
Entrant: CHI & Partners
Principal Authors: Neil Goodlad - CHI & Partners, Chrissy Jamieson - CHI & Partners
Contributing Authors: Karl Weaver - Data2Decisions, David Hartley - Data2Decisions, David Bassett - Data2Decisions
Credited Companies: British Gas - Client, Outside Line - Digital Agency, Ogilvy One - Direct Marketing Agency, Carat - Media and Planning, Blue Rubicon - PR Agency
Following privatisation, British Gas was pronounced Britain’s most popular brand. Twenty years later it was just another energy company, losing 40,000 accounts every month. This is the story of how a communications idea drew on a once-great brand’s past and future, to give it purpose and pride, and most importantly, return it to growth. The idea was ‘Looking after your world’, an animated multi-platform campaign rendering consumers’ homes on individual planets, displaying the new ways British Gas could look after Britain’s homes. It generated £82.7m profit from £45.5m investment, giving a profit ROMI of £1.82 for every marketing £1 invested. It also galvanised necessary organisational change, leaving the business ready to face the future with confidence.
This case demonstrates how after years of decline in customers and market share, British Gas successfully returned to its former glory. The company understood the benefits of master branding; leveraging the entire organisation behind a lovely consumer insight that effectively changed consumer behaviour.