Winner: Best integrated campaign

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For many years, British Gas Business (BGB) was highly successful, requiring little brand and marketing activity. But, because of price volatility and energy media coverage, customers were becoming savvier and deal‐seeking. And according to brand measures, BGB’s market‐leading position was no longer safe. It was clear perceptions had to be changed of BGB; from a supplier of gas and electricity to an ‘intelligent energy partner’. To help achieve this, BGB had developed a unique new proposition, Business Energy Insight (BEI). Five businesses were selected to join a challenge to use BEI to significantly reduce their energy usage, and showed their experiences live from the first energy audit through to the results.

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  • Show not tellPeers not suppliersDynamic not static
  • .
  • THE RESULTS: POSITIVE BRAND PERCEPTION INCREASES 12%The BEI microsite had 65,000 visits since the campaignNearly 25,000 customers have already signed up to BEIConsideration amongst prospects has increased by 24% since 2010 Perceptions of BGB service have increased 27%Value perceptions have increased 14%,Perception of BGB as innovative has increased by 9%Customer commitment has improved by 9% since 2010Overall the campaign had a positive impact on net promoter scores with an increase of 12% in just two quarters of activityOpportunity to see – 145 million Microsite visits – 71,78037,000 customers registered for BEI
  • Winner: Best integrated campaign

    1. 1. British Gas Business Energy Live
    2. 2. Answer two Questions
    3. 3. How do you persuade UK SMEs to take an interest in their energy supply?
    4. 4. How do you get 5 agencies to work together?
    5. 5. Start at the beginning …
    6. 6. An industry wide problem Energy supply costs rise Prices go up Customers query value Shop around Lose customers Compete on price
    7. 7. Impacting on the businessRetention Profit Revenues rate Margin
    8. 8. Sceptical and disinterested customers
    9. 9. Market factorsonly going tomake it worse
    10. 10. Get me some insight
    11. 11. SMEs British Gas ‘Show me, don’t just tell me’ Committed to both customer service and energy efficiencySmart Meters provided the tangible evidence
    12. 12. ENERGY SERVICE NOTENERGY SUPPLIER
    13. 13. Intelligent Energy Partner
    14. 14. THE IDEABUSINESSENERGY LIVE:5 Businesses1 ChallengeSaving Energy– Live…
    15. 15. PR launchreframes the debate from pence per minute, toefficiency and total cost
    16. 16. INTRODUCE THECHALLENGE [the proof]
    17. 17. TIP #1 It is not just planning that needstime, execution needs it just as much
    18. 18. DIGITAL HUBSbritishgas.co.uk
    19. 19. ACQUISITION
    20. 20. TIP #2Find oneof these
    21. 21. The client perspective (why did it work?)
    22. 22. Startedwith thebusinessproblem …
    23. 23. Agencies shared the same goalAgencies were aligned with each other
    24. 24. TIP #3Make your agencies share a two hour train journey once a fortnight
    25. 25. Channels used to their strengths (We didn’t just match luggage)
    26. 26. We sharedsome pain
    27. 27. And the shareable highlights25% increase in consideration12% improvement in NPS14% change in ‘BGB offers value for money’25,000 customers signed up in to BEI in first 2 months

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