Campaign Media Awards 2009: Best Financial, Corporate and Utilities Campaign

WINNER
Title: Good News Stories
Duration period: n/s
Media agency: Carat
Media director: Richard Morris
Account directors/media planners: Rachel McGrath, Jon Pile, Rachael Lake
Creative agency: OgilvyOne
Creative director: Will Hawkins
Account director: n/s
Account planner: Alisa Davis
Client: British Gas
Brand/product: British Gas
Marketing director: Rick Vlemmicks
Media/brand managers: Andrew Hogan, Nicola Prehn

With the recession biting and consumers shopping around more than ever for energy suppliers, customer churn is becoming a greater problem. The best way of keeping customers is by giving them a good one-to-one experience - such as great service from a British Gas engineer. Carat's idea was to celebrate these engineers at a community level, as well as to remind the engineers themselves about going the extra mile to help customers. A real grass-roots campaign, Good News featured local case studies, ads in local press and radio, and even posters on sites chosen by engineers themselves. Positive reaction from British Gas customers rose dramatically and churn decreased. The authenticity of the campaign had really translated in to results, the judges said.

COMMENDATION
Title: Generation Green Launch
Duration period: n/s
Media agency: Carat
Media director: Richard Morris
Account directors/media planners: Rachel McGrath, Jon Pile, Rachael Lake
Creative agencies: CHI & Partners, OgilvyOne, LBi
Creative directors: Katy Davis (CHI), Marelize Ellis (OgilvyOne), Jo
Simmonds (LBi)
Account director: n/s
Account planners: Dan Russell (CHI), Marelize Ellis (OgilvyOne), Zayna
Fahy (LBi)
Client: British Gas
Brand/product: Generation Green
Marketing director: Rick Vlemmiks
Media/brand manager: Andrew Hogan

British Gas' carbon emissions are the lowest among major UK energy suppliers, but this fact was lost on most of its customers. Carat's big idea was to create a new generation of energy-aware consumers by going into schools and communities and helping to create Generation Green. Although it is a long-term campaign, initial results show that almost twice as many schools registered to take part in the campaign than was initially expected. They participate in incentive schemes to reduce their carbon footprint, with the assistance of students. Research also shows that awareness of British Gas' green credentials is now on the rise.

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