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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Winner: Best integrated campaign
- 1. British Gas Business Energy Live
- 3. How do you persuade UK SMEs to take an interest in their energy supply?
- 4. How do you get 5 agencies to work together?
- 5. Start at the beginning …
- 6. An industry wide problem Energy supply costs rise Prices go up Customers query value Shop around Lose customers Compete on price
- 7. Impacting on the business Retention Profit Revenues rate Margin
- 8. Sceptical and disinterested customers
- 9. Market factors only going to make it worse
- 10. Get me some insight
- 11. SMEs British Gas ‘Show me, don’t just tell me’ Committed to both customer service and energy efficiency Smart Meters provided the tangible evidence
- 12. ENERGY SERVICE NOT ENERGY SUPPLIER
- 14. THE IDEA BUSINESS ENERGY LIVE: 5 Businesses 1 Challenge Saving Energy – Live…
- 15. PR launch reframes the debate from pence per minute, to efficiency and total cost
- 16. INTRODUCE THE CHALLENGE [the proof]
- 17. TIP #1 It is not just planning that needs time, execution needs it just as much
- 20. ACQUISITION
- 21. TIP #2 Find one of these
- 22. The client perspective (why did it work?)
- 24. Agencies shared the same goal Agencies were aligned with each other
- 25. TIP #3 Make your agencies share a two hour train journey once a fortnight
- 26. Channels used to their strengths (We didn’t just match luggage)
- 28. And the shareable highlights 25% increase in consideration 12% improvement in NPS 14% change in ‘BGB offers value for money’ 25,000 customers signed up in to BEI in first 2 months
Notas do Editor
- 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