Base One and British Gas Business do fantastic things together
Base One and British Gas Business find a creative and human solution to cutting energy costs.
CLIENT
British Gas Business
PROJECT
Fantastic Things SME Campaign
The challenge:
While everyone is talking about green responsibilities and prices, we were briefed to communicate the human angle of energy reduction. Something that was difficult and needed a strong creative solution as energy is usually thought of in terms of price, gas, electricity and very non-human industrial ways.
Our target market consisted of the directors or managers of larger SMEs with the responsibility of energy buying. They are not experts on energy buying and welcome any help they can get.
Not all energy providers offer SME businesses their own account manager. British Gas Business is different and needed to make sure the target market audience knew and understood the difference this could make to them.
The solution:
The concept was to turn the account manager into a hero figure who would go to any length to reduce customers' energy costs. We used this character across all our linked advertising so that he would be recognisable when a customer jumped between medias.
Our creative work was specifically targeted and tailored to manufacturing and retail industries. The message and execution varied with the medium, but the underlying idea and promise was consistent:
"Our account managers do fantastic thing to reduce energy costs"
The results:
Since the project's completion, the online campaign has enjoyed a 0.24% click through rate, which is way above the industry average of 0.09%, and the interaction rate jumped from 5.00% in the first week to 7.04% in week 6, a massive figure when compared to the industry average of 1.6%
Get in touch
If you like the sound of those results and have a similar need, why don't you get in touch?
From the client
Janine Nunne, British Gas Business
"I've worked both client and agency side and when I was given the brief for the High Value Marketing campaign and made aware of the delivery timescales I must admit I wasn't hopeful that we would be able to deliver. Particularly given that at that point we didn't even have a compelling proposition, which effectively cost us another week of creative development.
However, even I was astonished at the speed with which the team pulled together to develop some incredibly compelling and creative concepts. The look and feel was a departure from British Gas Businesses normally corporate style and lent a very human feel to the service we provide to our commercial customers.
This professionalism was also reflected in the way in which the artwork was delivered to the various media.
I believe the team at Base One to be one of the most professional and talented I have worked with. And the good news is that due to early indicative success of the campaign, we are already making plans to roll the campaign out to other high performing sectors, which will really help cement our reputation as the number provider of energy services within the SME space."
Contact Base One
If something has caught your eye and you want to know more, give Ann-Maria Guard a call.
Ph: 020 8943 9999
or Email: am@baseone.co.uk
