British Gas repositions as green energy company with new TV ad campaign
LONDON - British Gas is repositioning itself as a green energy company through a multi-channel marketing campaign featuring Terry Gilliam-esc imagery.
A new TV ad campaign, created by CHI&Partners, focuses on the insight that ‘your home is your world' and brought to life by showing people's homes as individual planet. The ad is narrated by Timothy Spalls and features the song, The Universal by Blur.
The first execution in the campaign illustrates how British Gas has helped customers become greener by building wild farms as an alternative energy source. TV will be supported by national press, outdoor, radio and online activity.
British Gas already has similar ‘planet' activity running through press, promoting the ‘here to help' programme for vulnerable customers.
The company announced plans in 2007 to invest £1.5 billion in wind farms over 5 years, including six wind farm sites around Britain. One of these sites is the world's largest offshore wind farm project, completed by British Gas at the end of 2008. Parent company Centrica plans to invest a total of £750 million in sustainable energy. A spokesman said that overall £1bn a year would be spent on new sources of energy supply and storage for the company.
While some energy companies have moved away from their green positioning during the economic downturn rival, EDF Energy has continued to push green credentials. A 30-second TV commercial rolled out at the beginning of February this year to promote its ECO 20:20 product and continued the ‘recycled footage' theme.
This article was first published on marketingmagazine.co.uk
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