CASE STUDY: British Gas Greener Living Partnership with Guardian

Provided by Guardian Newspapers Limited
British Gas partner with Guardian News and Media to communicate their role as a responsible energy provider.
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What was the Challenge / Background of the Campaign?

Against a backdrop of escalating ethical advertising claims and spiralling energy price rises, British Gas wanted to communicate to both the consumer and business audience, their role as a responsible energy provider. Guardian News Media (GNM) created the Greener Living Partnership: the most sustained & integrated campaign (platform, brand and voice) that the GNM or British Gas have ever created. Launching in July and continuing over 10 months, it spanned 7 areas of the GNM portfolio.

What was the Campaign Objective?

- Position British Gas as an expert & leader in the green debate - Offer value & benefit to the consumer - Achieve a constant year-long interactive presence - Position British Gas as modern and up-to-date - Incorporate Energy Efficiency and Home Services

What was the Solution?

At the heart of the campaign was Green Streets: an initiative by British Gas to challenge 10 streets in 10 UK cities to cut their carbon emissions by 50%. To bring Green Streets to life the following activities were created:- The Greener Living microsite on guardian.co.uk - A 40-week co-branded print and digital ad campaign - An A5 supplement showcasing all 52 ecosolutions - Weekly eco-advice columns in the Weekend 'Space' section with the Guardian on Saturday - 2 x editorially led environment blogs - 3 x Green Street films - Environmental podcasts.

What were the Results?

The partnership over-delivered on every KPI: - 33% uplift in those naming British Gas for "leads the way in energy efficiency" vs. prewave - 42% uplift in those who associate British Gas with "offering advice on how we can all minimise our impact on the environment" vs. pre-wave - 53% retained the supplements (highest ever recorded for GNM). In addition, British Gas overtook all competitors to be rated highest of all major suppliers for: - Leading the way in energy efficiency - Offering expert and reliable servicing - Values its customers - Having competitive rates.

What were the Key Learnings of this Campaign?

The partnership created a consistent dialogue with consumers to educate, inspire and spark debate. "I have learnt that British Gas does care about the environment and saving energy. My old opinion of British Gas was that it was an old company which valued profits over the environment. I have learnt a few energy saving ideas which has helped me to save energy around my home." Visitor to the Greener Living microsite.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe campaign reached more than 3 million people.
25 - 34
35 - 44
45 - 54
Both
AB
ABC1
NATIONAL PRESS
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEBRANDED CONTENT / MAGAZINES / PRESS
BRANDED CONTENT / ONLINE
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