British Gas wanted to educate and incentivise listeners to claim its offer of free insulation and free installation worth up to £1,000. It needed to overcome scepticism surrounding the free insulation and encourage sign up through a dedicated phone number.
Over the two previous years, British Gas had only run airtime on radio. We felt that branded content would offer it the opportunity to get even closer to our listeners and achieve cut-through of its messaging. The Bauer City Network champions local communities and delivers more relevant local programming, with a substantial reach of s listeners. Therefore it was the perfect brand to allow British Gas to reach big numbers with targeted, local messaging.
To make the campaign relevant to our listeners, we wanted to put them at the core. Our solution was therefore focused on recruiting listeners to be involved in the radio activity and to be ambassadors of the British Gas insulation offer. Through an online competition in each city, we recruited listeners who had had insulation installed to voice trails giving their views on it. These were made into station-branded audio trails, supported by British Gas messaging, that were made specific to each different area.
The first phase of the campaign involved trails that recruited the listeners and built awareness of the British Gas insulation offer. We also supported this with presenter reads, hyping the audience about the prize and driving them online to see more information, as well as branded airtime spots providing details of the special information phone number. The second phase used trails to highlight the winning ambassadors and included further driving online to get information about the British Gas deal. Again this was supported with the above branded airtime spots. The final phase used the local ambassadors to reveal their views on having installation put in Using the local voices made the activity relevant to each city area and relatable to other listeners. These follow-up trails/spotlight features were tactically placed top-and-tail of ad breaks to ensure maximum effectiveness. As well as British Gas branding, the trails also included station branding at the forefront to provide endorsement of the British Gas messaging. The campaign was further supported via social media activity, highlighting the competition and helping the recruitment process.