British Gas is claiming to have developed the UK’s biggest special
build posters as part of a campaign to promote price cuts and the
abolition of the standing charge.
The multi-million pound campaign, through BMP DDB, is designed to herald
a ’new era’ for British Gas customers. The posters were developed by OMD
UK and Outdoor Connection and consist of 3D letters spelling out the
words, ’The big shake-up has started’.
Each letter is projected forward with a continual shaking effect
generated by specially designed spring mounts.
The 48- and 96-sheet posters will appear on sites across the UK,
particularly outside London.
Ian El-Mokadem, marketing director of British Gas, explained: ’British
Gas has been shaking up the energy market for some time with our highly
successful move into electricity sales. This campaign builds on that
theme, demonstrating how we are continuing to shake-up the market in the
interests of consumers.
’We’re especially keen that this campaign is spread throughout the UK,
rather than concentrating in London, as we are a national company with
customers all over the country.’
The posters launch on 17 March and will run for four days. They will be
supported by three ten-second teaser TV ads topped in each ad break with
a 30-second tail.
The TV ads continue the ’shake-up’ theme by showing gently shaking rooms
with everything in them jiggling about.
The campaign was written and art directed by Justine Walker and Annie
Jaques at BMP and directed by Tim Webber through the production company