British Gas: The Vue ticket offer for customers

This case study explains how British Gas, the utilities company, gave away free cinema tickets to improve public perceptions of its brand after a series of price rises.

British Gas: The Vue ticket offer for customers

OgilvyOne London

How did the campaign make a difference?

Gas and electricity prices have gone up in the past three years by 37%. For cash-strapped households the British Gas bill is loaded with negative sentiment. For the rest, British Gas is largely an invisible brand.

By promoting a Vue ticket offer we were able to bring British Gas front of mind and position them as a business that cares for its customers, despite hostile public perception that British Gas always put itself first.

By reframing a simple offer as an emotional experience,...

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