Campaign details

Agency: Earnest

Centrica Business Solutions (CBS) is a new business with ambitions to grow revenue six-fold by 2022.

And a global launch campaign to power its new proposition had to build awareness and deliver revenue – much like building a plane whilst flying it.


CBS was formed grow "distributed energy" solutions.

And as a new brand CBS needed to stand out and get noticed.

It also needed to reframe the sales conversation, so both the creative and the tactics deployed had to deliver a high impact.

With energy often perceived as a commodity, and energy resilience is not well understood at board level, the campaign sought to get energy resilience on board agendas.

Insights gathered from four countries explored and quantified the importance of energy continuity. And the results identified the correct path to follow to create the most impactful propositions for our audience.