Agency: McCann Erickson | Author: 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...