CASE STUDY: British Gas champions behavioural change

Provided by Time Inc. UK
To alter Londoners CO2 usage, British Gas called on a medium which really connected with and could influence consumers.
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What was the Challenge / Background of the Campaign?

Having identified that London's carbon emissions are the highest in the UK, British Gas wanted to encourage energy efficient behaviour and set themselves apart from other energy suppliers. They did this by creating 'Green Scene' alongside Carat, a 6 month campaign of weekly advertorials in Time Out magazine offering engaging and educational material making it easy for an individual to take positive action. The campaign achieved what it aimed to and more, including a 202% increase in value of investment. Find out more...

What was the Campaign Objective?

To promote a more environmentally sound way of life by reducing the CO2 emissions of Londoners.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 London audience
16 - 24
25 - 34
35 - 44
All adults
Both
AB
ABC1
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESS
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