British Gas will advertise through what it hopes to be a sweltering
summer to persuade thousands of home owners to install air
Evans Hunt Scott has produced the campaign which will target affluent
South-east householders via inserts and door drops backed by bus, Adshel
and radio advertising.
The initiative is part of a plan by British Gas, in co-operation with
its supplier, Mitsubishi, to propel itself to the number one spot in the
home air-conditioning market by the millennium.
The campaign, a sequel to last year’s pilot scheme, aims to raise demand
for air conditioning while also generating cost-effective sales leads
for a market which is still in its infancy.
Graham Hardy, the British Gas Services marketing manager, said: ’It made
sense for us to move into this new market, given that we’re the leading
company for central heating services.’
The campaign contrasts how it feels to be uncomfortably hot in summer -
illustrated by images of boiling lava - with the relief offered by air
conditioning, represented by cool, blue water. The ads were written by
Warrick Martin and art directed by Jon Cole.