Launching on Sunday 2nd February, ‘here to solve’ is the new campaign that will be at the heart of an ongoing programme of activity focused on driving fresh re-appraisal of the brand and shifting consumer’s perceptions of British Gas as ‘just’ an energy supplier.
After a few busy years keeping the UK’s home’s warm, Wilbur the Penguin (British Gas’ brand mascot) decided it was time to spend more quality time with his family in Antarctica and has made way for a new emotive creative approach that imagines the world directly through customer’s eyes. This sees British Gas move away from an animated world to one set in very real family homes across the UK.
Reflecting modern lives, of all shapes and sizes, this campaign promotes the benefits of British Gas that consumers may not be aware of such as HomeCare services cover for electrics and plumbing and Boiler Installation services, all of which reinforce that British Gas offers more than energy.
The core aim of the campaign is to begin building a deeper emotional connection with audiences; by demonstrating the wider benefits that British Gas can bring to their lives. ‘Here to solve’ is a seismic shift, helping to redefine and reimagine British Gas.
“Here to solve is not just a brand message for the campaign, it is a mindset and it is a promise that we want to live by and deliver on for all of our customers. We are already starting to apply this mindset to our broader business approach and as a company we need to think about how we can solve our customers problems rather than what can we sell them. When developing the new campaign, we wanted to ensure that as a company, we put customers at the heart of everything we do, so seeing the world thorough their eyes made total sense creatively.” said Jill Dougan, Marketing Director at British Gas.
After the successful win of the Centrica business in July 2019, this is the first campaign for nucleus, a bespoke agency model for Centrica, nucleus integrates creative and strategic talents of The&Partnership, MediaCom, WundermanThompson and BCW, and was set up to put data-led and insight customer planning at the heart of Centrica’s marketing communications.