Cannes Lions

British Gas - Dynamic Digital Audio

A MILLION ADS, London / BRITISH GAS / 2018

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Case Film

Overview

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Credits

Overview

Description

The British people love nothing better than chatting about the weather over a cup of tea...some might say it’s a national obsession. When it’s cold and snowing, nothing makes people appreciate cold weather quite like their boiler breaking down. So, British Gas wanted to join in that daily conversation about the weather as a way of persuading people to plan ahead and sign up to British Gas Home Care Boiler Cover. Digital Audio listening peaks in the morning and evening, perfectly matching the use of hot water for showers, baths and heating in the home

Execution

Combining data about each individual listener along with the message that British Gas wanted to convey to create the most context aware and relevant version of the ad every time.

The campaign involved dynamic digital audio ads being served nationally in the UK through the Digital Audio Exchange (DAX). A creative template delivered relevant lines on the fly based on the data passed about the listener. The time of day (morning/afternoon/evening) referencing waking or returning home to a boiler not working, their location from IP Address including 50 of the UK’s largest cities and 10 region/country references. Finally the creative told the individual listeners the temperature and referenced if it was snowing, where they were to reinforce the overall message.

And it worked ...

Outcome

This dynamic digital audio script created and served 4,000 ads across a total of 2.9m impressions. Using a pixel tracking technique to identify users exposed to the audio as they appeared on the British Gas website they measured the onward actions of listeners exposed to the campaign, highlighting the uplift of dynamic versus standard creative.

The dynamic creative delivered a higher response, site visitors and was 2.4 times as effective at converting those people to sign up for British Gas Home Care Boiler Cover on the British Gas website versus the standard creative. (DAX listener ID data Dates 5-31 January 2018)

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