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Big Hat Marketing Case Study British Gas


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Transformation journey case study review of the British Gas brand

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Big Hat Marketing Case Study British Gas

  1. 1. British Gas 1: Transforming the brand and “getting back to great” The Client: British Gas, part of the Centrica Group, provides gas, electricity and home repair services to millions of customers in Scotland, Wales and England. It has the largest share of customers in the UK energy market and has become a household name since the 1970’s. The Challenge: I was a key part of the marketing team at British Gas during a time when the industry was distinctly lacking in trust and the British Gas brand itself had become akin to marmite. With an increase in the number of customer losses and a brand on the decline, it was time to radically review the marketing strategy and get the British Gas brand back to great. The Result: Working with the leadership team and our agency partners at Carat and CHI and Partners we first embarked on a strategic review of the brand position. The findings in conjunction with substantial customer research led to the development of a new brand promise “Your home is your world. Count on British Gas to look after it”. This led to an overhaul of the entire marketing strategy and saw numerous initiatives delivered to bolster the promise. As Head of Planning at the time my role was to manage the integrated marketing efforts across the business with our agencies. In support of this I introduced a single marketing communication plan along with a new briefing process and planning cycle. I was also responsible for aligning activities against the marketing vision and led the delivery of 11 campaigns. The coordinated efforts of the marketing team saw brand metrics improve, customer numbers grow and the affectionately titled “Planet Home” campaigns return £3 for every £1 invested over an eighteen month period. This success was acknowledged by the Marketing Society when it presented British Gas with the Brand Revitalisation Award 2010. T. 07904972864 | E. | W. © Copyright 2014. All rights reserved (Page 1)
  2. 2. The first execution of the “Planet Home” series of campaigns aired in February 2009 with its Wind Farm TV advert. Since that time there have been many other versions. Below is a sample of the campaigns that I specifically worked on: Wind Farm – doing our bit to make it greener: Energy Smart – no more surprises: British Gas engineers ring ahead: Cheapest Standard Electricity Prices: Evolution of the brand from Your Energy Experts to Looking After Your World Change of positioning; updating of colour palette, logo and design T. 07904972864 | E. | W. © Copyright 2014. All rights reserved (Page 2)