Cannes Lions

CENTRAL HEATING CARE

EHS BRANN, London / BRITISH GAS / 2003

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Overview

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Credits

Overview

Description

BannerHaving previously only used standard HTML banners to advertise British Gas’ Central Heating Care (CHC) product, DHTML is a format that really grabs the web users attention. However using such technology required the total co-operation of the media owners as the execution covers their web content.The brief was convert the existing Sad boiler/Happy boiler off line campaign concept to an on line campaign and media space was booked on ‘Home’ and ‘Lifestyle’ web sites. The innovative creative execution allowed the use of audio to completely captivate the viewer. The drop down ‘plumbing system’ execution that the DHTML format allowed, perfectly illustrated the problem/solution for this service product. This was crucial due the fact that CHC is a generally low interest product and it is always necessary to dramatise the risks that customers could face when they do not own the product. DHTML allowed us to do this leaving the main banner free to show product details and benefits, which was not always previously possible. This was the first time that such an innovative format had been used by British Gas and the overwhelming positive response that it received has change their use of on line technology ever since.

Outcome

The different media results for Heart Monitor are still in the process of being compiled, but early indications are that this execution is on course to exceed targets by 15%. The same applies to Pilot Light, but judging by the initial response, targets look set to be easily hit.Heart Monitor and Pilot Light received instant response across all media and we expect great final results at the end of their run in June. X-ray went live on 31 March, but as it is a new and exciting concept, we are currently testing the mailing and hope for winning results.

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