Mon, 03 Feb 2020 10:19:38 GMT
Launching on Sunday 2nd February, ‘here to solve’ is the new campaign that will be at the heart of an ongoing programme of activity focused on driving fresh re-appraisal of the brand and shifting consumer’s perceptions of British Gas as ‘just’ an energy supplier.
After a few busy years keeping the UK’s home’s warm, Wilbur the Penguin (British Gas’ brand mascot) decided it was time to spend more quality time with his family in Antarctica and has made way for a new emotive creative approach that imagines the world directly through customer’s eyes. This sees British Gas move away from an animated world to one set in very real family homes across the UK.
Reflecting modern lives, of all shapes and sizes, this campaign promotes the benefits of British Gas that consumers may not be aware of such as HomeCare services cover for electrics and plumbing and Boiler Installation services, all of which reinforce that British Gas offers more than energy.
The core aim of the campaign is to begin building a deeper emotional connection with audiences; by demonstrating the wider benefits that British Gas can bring to their lives. ‘Here to solve’ is a seismic shift, helping to redefine and reimagine British Gas.
“Here to solve is not just a brand message for the campaign, it is a mindset and it is a promise that we want to live by and deliver on for all of our customers. We are already starting to apply this mindset to our broader business approach and as a company we need to think about how we can solve our customers problems rather than what can we sell them. When developing the new campaign, we wanted to ensure that as a company, we put customers at the heart of everything we do, so seeing the world through their eyes made total sense creatively.” said Jill Dougan, marketing director at British Gas
After the successful win of the Centrica business in July 2019, this is the first campaign for nucleus, a bespoke agency model for Centrica. nucleus integrates creative and strategic talents of The&Partnership, MediaCom, WundermanThompson and BCW, and was set up to put data-led and insight customer planning at the heart of Centrica’s marketing communications.
Shot by HLA’s Simon Ratigan, the campaign launches with two 60” commercials that bring to life the emotional importance of a smooth-running home and drive fresh reappraisal for British Gas as a brand that can fix, protect and upgrade them. The TV spots are supported by a fully integrated campaign across cinema, radio, DOOH, social, digital, PR and CRM.
Using real families, real British Gas engineers and capturing real relationships, the ‘here to solve’ campaign tells the story of two important rooms within a home – the bathroom and the kitchen; showing the effects that a broken boiler, a blown fuse box, or a leak can have on the flow of life.
“We wanted to show how your bathroom is one of the most emotional places there is. It’s deeply private, fun, weird, tender, crazy, loving and peaceful all at the same time. Same with your kitchen. And at the heart of them both is British Gas, there to keep the emotion flowing” said Micky Tudor, executive creative director, The&Partnership, London
The campaign harnessed customer data to creatively inform the everyday occurrences that are portrayed with some of the creative executions dynamically tailored through video and audio channels to target different audiences based on location. This follows on from Q4 2019, where British Gas successfully became the very first advertiser to run a truly dynamic video campaign, enabled by partnering with Amillionads.
Shot over five days in locations across South and West London, a Sony Venice was used to shoot the campaign assets as it allowed the lens and chip to be removed from the main camera body, which in turn gave freedom to the operator to shoot in front of the actor, enabling a true ‘point of view’ shot.
“Using genuine families was an absolute must. Having a real couple in the kitchen and mum, dad and the kids in the bathroom brought an energy and spontaneity to the scenes and helped keep everything real. Being comfortable with one another soon made them forget the camera and this comes across in their performances. The mother in the bathroom film proved to be an absolute gem. Not only was she happy to bath, shower and check for lumps half naked in a room full of men, she even agreed to scoop up a spider several times despite a severe phobia for the creatures” said Simon Ratigan, director, HLA
’Here to solve’ will form the basis of all British Gas marketing and communications throughout 2020, informing a multi-channel approach whenever a customer engages with British Gas, whether that be through an engineer visit, receiving direct communications or searching online.view more - Creative
Client: British Gas
Marketing Director: Jill Dougan
Head of Customer Engagement and Acquisition: Andy Freeman
Marketing Manager: June Carter
Campaign Title: Here To Solve
Executive Creative Director: Micky Tudor
Creatives: Kate Allsop, Howard Green
Creatives: Briony Hey, Andy Clark
Senior Producer: Rick Carter
UK Business Lead: Stephanie Trowbridge
Senior AccountDirector: NathanBrocklesby
Account Director: Darcy White
Account Manager: Ciara Burke
Account Manager: Carrie Pollock
Account Executive: Ffion Green
UK Strategy Lead: David Adamson
PR lead: Laura Bevan
CRM lead: Natalie Ott
Media lead: Grace Raymond
Digital lead: Amy Humphrey
Planner: Olly Owen
Production Company : HLA
Director: Simon Ratigan
Executive Producer: Mike Wells
Producer: Nicola Dempsey
Production Assistant: Kelly Brown
Director of Photography: Florian Hoffmeister
1st AD: Henry Forsyth
Camera Operator: Dan Lobo-Pires
Production Designer: Tom Gander
Editors: Cut & Run
Editor: Sam Jones
Grade: The Mill
Colourist: Seamus O’Kane
Grade Post Producer: Charlie Morris
Post Production: BigBuoy
Senior Post Producer: Glen Percival
VFX Supervisor: Tim Davies
Sound Design: Big Kahuna
Sound Engineer: Nick Olsouzidis
Music Supervision: We Are Theodore
Music Supervisor : Arnold Hatting
Music: Song Can-Can (Peter's Friends) Artist Various Artists Album Cinema Classics, Vol. 11 Licensed by Naxos of America (on behalf of Naxos); UNIAO BRASILEIRA DE EDITORAS DE MUSICA - UBEM, Public Domain Compositions, LatinAutor, UMPG Publishing, PEDL, and 6 music rights societies
Categories: Utilities, GasThe&Partnership, Mon, 03 Feb 2020 10:19:38 GMT