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CASE STUDY

CASE STUDY. Generation Green – an overview. A schools and community programme from British Gas Supporting schools, pupils, their parents and the wider community in becoming more environmentally aware

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CASE STUDY

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  1. CASE STUDY

  2. Generation Green – an overview • A schools and community programme from British Gas • Supporting schools, pupils, their parents and the wider community in becoming more environmentally aware • Utilising British Gas's Energy Experts, schools and parents are provided with advice and easy to take actions for which they can earn green leaves for their school • The schools can then exchange their leaves for a variety of energy efficient rewards

  3. The Problem British Gas has strong green credentials not perceived as such by consumers but

  4. Objectives • Reinforce to consumers that Green is at the core of everything that British Gas does, by: 1) Raising awareness of Generation Green Project ahead of launch 2) Encouraging parental and school Energy Savers Report sign-up

  5. The Solution A three pronged approach Integrated Online and TV campaign promoting Generation Green initiative Green Up Your Life ad- funded programme with Generation Green break bumpers Bespoke online Kids game

  6. Customer Journey Press TV Adverts ESR sign up Green Up Your Life programme Online game pushing to… Raising awareness of green issues & Generation Green initiative Kids and parents earning leaves for schools Online ads Cinema

  7. Implementation: Green Up Your Life • 10 x 5 minute programmes: “Green Up Your Life”, developed with Endemol production company • …where kids compete in a series of ‘green’ challenges • Aired daily on CITV from 15th September at 15.50, and repeated (total 4 week period)

  8. Sponsorship bumpers

  9. Implementation: Online and TV Integration • CITV splash pages, RIP banner, game hosting, homepage promo button, display ads • Popcorn.co.uk branded characters, video, game hosting, homepage button, display ads • ITV.com and Friends Reunited run of site display ads • TV Spot ads + sponsorship bumpers • End credit promos

  10. TV advert

  11. End credit promo

  12. CITV Landing Page

  13. Implementation: Online Game • Professor Green and the Eco-Rangers • A bespoke online game developed in conjunction with LBI, designed to raise awareness of Generation Green, making users more environmentally aware • …and getting kids and parents signing up to earn leaves for their schools

  14. Programme, ECP, bumper & TV ad

  15. Results • Green Up Your Life achieved an average audience of 47,000 children, with a high of 82,000 watching episode three • Total 544,000 individuals & 310,000 kids (15/9 – 10/10) • 9.7% share of children aged 4-9, and 2.05% up on the slot average • Viewers were 108% more likely to see Generation Green as a positive environmental example, and 43% more likely to see British Gas as one • 100% of those who watched the programme and played the game said they’d learnt something new about the environment • 7000 + schools signed up for Generation Green (Apr – Oct) vs original target of 3000 • 17m leaves donated so far (to October 2008) for schools to redeem prizes

  16. Appendix

  17. How has our approach worked? Our insight The challenge • British Gas has strong Green • credentials but isn’t perceived as such • by consumers. Thus, need to: • Raise awareness of BG Green credentials & Generation Green project • Encourage sign-up to ESR “Green” can be fundamentally boring, but effectively interesting kids in such subjects can be achieved via other routes, eg: their passion for fun telly & gaming 10 x “Green Up Your Life” programmes on CITV. Sponsorship break bumpers. End Credit Promos driving to website. Bespoke online game. Extensive integrated TV & online campaign promoting GG initiative. Research resource. ITV Assets used The idea Engage kids via a programme about Green challenges for kids. Drive to a competitive online Green game for extra involvement. Results Viewers 108% more likely to see GG as positive Green example & 43% more likely to see BG as one. 100% of kids who watched and played said they’d learnt new stuff about environment 7000+ schools signed up Apr-Oct vs original 3000 target for year. 17m “leaves” donated to Oct for schools to redeem prizes against. Total viewers 544,000 individuals & 310,000 kids (15/9 – 10/10).

  18. TV Advert

  19. TV Advert

  20. CITV

  21. Friends Reunited

  22. ITV.com

  23. Popcorn

  24. Implementation: Online and TV Integration • CITV splash pages, RIP banner, game hosting, homepage promo button, display ads • Popcorn.co.uk branded characters, video, game hosting, homepage button, display ads • ITV.com run of site display ads • Friends Reunited run of site display ads • End credit promos – driving viewers online • TV Spot advertising and sponsorship bumpers promoting Generation Green initiative

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