British Gas Business

Energy Live Challenge
British Gas Business wanted to be seen as ‘an intelligent energy partner’. We thought that rather than British Gas telling businesses about their energy saving initiatives, they should demonstrate them. The ‘Energy Live Challenge’ was born.

We took 5 businesses and challenged them to reduce their energy usage with help from British Gas. We followed each business, from first energy audit and energy saving measures recommended, right through to the final results. Our multi-channel campaign showed their experiences via reportage-style press ads and online video content.

But ‘Energy Live Challenge’ is more than an integrated campaign. It’s a concept that will grow over time. With different levels of engagement it’s a dynamic way of raising brand awareness.

RESULTS
Visits to Energy Live microsite                     65,000
Prospects consideration increased                        24%
Perceptions of British Gas service increased                       27%
Value perceptions increased                        14%
Trustworthiness perception increased                     15%
Perception of British Gas as ‘innovative’ increased             9%
Customer commitment increased                          9%