British Gas

This OgilvyOne Worldwide campaign, which won a silver at the 2009 DMA Awards in the best brand building campaign category, cast employees of British Gas, a UK energy company, as "local heroes".

British Gas

OgilvyOne Worldwide

THE TEAM

Will Hawkins, Julian Earl, Matt Williams, James Sexton, Alisa Fleischmann, Jamie Romain, Emma De La Fosse, Charlie Wilson.

WHAT IS WONDERFUL ABOUT THIS WORK?

We showed customers' love of their British Gas engineers by turning them into local heroes... and measured a 10% point increase in their VFM brand metric. Customers and prospects viewed the brand as better value, reducing churn by 2.07%, beating control acquisition response by 37%, and increasing NPS by 25 points.

OBJECTIVES

To address declining Value for Money perceptions, stop customer churn and stop prospects not purchasing due to perceived...

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