Cannes Lions

BRITISH GAS

CARAT, London / BRITISH GAS / 2011

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Overview

Entries

Credits

Overview

Execution

We owned the sport from paddling pool to podium, making British Gas Principal Partner of British Swimming, supported by a plethora of customer focused owned assets and initiatives including:• “FREE Family Swim” giving away 300,000 swims to customers.

•British Gas Pools 4 Schools™ programme, providing temporary swimming facilities teaching 10,000 non-swimmers to swim•Sponsored the annual Great Swim series getting 10,000 people swimming in open water •Co-created “Duel in the Pool” event, broadcast live on the BBC, gaining 1.3m viewers (£7.6m in equivalent media value!).

•Recruited athlete ambassadors including Rebecca Adlington and Duncan Goodhew to build swimming’s media profile supporting British Gas campaignsThis was amplified with bought media above the line comms to drive understanding and awareness including tactical press and digital around swimming editorial and news stories as well as supporting the athletes during major championships.

Outcome

In 12 months, prompted awareness reached 22% for customers and 18% for non-customers (vs. 10% target). The Net Promoter Score of customers aware was an incredible 10 points higher than those unaware and their brand commitment grew +15%. Customers who took a free swim were 65% more positive about British Gas. “Detractors” shrank from 35% to 28% of all customers (700,000 households!). Lastly by the end of 2010 we had already achieved our long-term goal: British Gas had the highest NPS of any energy supplier.

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