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  • Main Case Study - Jpg
  • BG Upside-

Looking After Your World

Client: British Gas Ltd
Brand: British Gas

British Gas - Looking After Your World

British Gas has set out to revitalise their brand following 22 years of upheaval. Reaching a zenith in 1986 with recognition as the “Brand of Great Britain” by the Marketing Society, its reputation eroded in the years that followed. Deregulation was followed by a declining customer base and there was widespread acknowledgement that British Gas had its eyes fixed more on the competition than the customer. Coupled with a low-interest commodity sector with little brand differentiation, we had a huge communications challenge ahead of us. 

In 2009 we launched our new campaign to win back the hearts of the British consumer. In 2010 – in only its second year focused on revitalisation - the brand has proved it is well on its way to success, with a unifying brand idea ‘Looking after your world,’ developed with the customer at its heart. Embraced by the business, it has produced not just a powerful integrated brand campaign but also initiatives such as Pools4schools and Generation Green, showing British Gas actively “looking after your world” and not just talking about it. 

The results speak for themselves.  The new campaign has already challenged and changed consumer perceptions and demonstrated commercial effectiveness.

The proportion of people claiming British Gas is their ‘first choice energy provider’ is at an all-time high while the proportion of competitor customers claiming they would never use British Gas has significantly declined. The key brand drivers of ‘value’, and ‘easy to deal with’ perceptions all show significant gains.

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