How advertising built a market for gas central heating in the south west

McCann-Erickson were hired by British Gas South Western in the summer of 1992 to devise a different advertising campaign to help their underperforming gas-central heating sector.
Agency: McCann EricksonAuthor: Not credited

How advertising built a market for gas central heating in the South West

INTRODUCTION

Background to our campaign

In the summer of 1992, British Gas South Western took a momentous decision. They put away the disciplines and rules learned from years as a leading domestic appliance retailer and took a giant leap into the unknown with a radically different advertising campaign.

The reason? Continued under-performance in their most important product sector - gas central heating. The South Western region had been under-performing in terms of sales for as long as anybody could...

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