The Team has further developed Gas Safe Register’s ‘Don’t Cut Corners with Gas’ campaign, making the Register more personally relevant for consumers at every touchpoint and situation.

THE CHALLENGE

In early 2018 we ran a campaign for Gas Safe Register with one simple headline: ‘Don’t Cut Corners with Gas.’ We activated the campaign across radio, digital and out-of-home channels.The campaign was extremely successful, however one question remained, what happens if I do cut corners?

The new brief involved further developing the ‘Don’t Cut Corners with Gas’ campaign, making the Register more relevant, valuable and memorable, especially when people don't have an immediate need for a gas engineer.

THE APPROACH

By humanising and dramatising the consequences of cutting corners, we leveraged a key moment of truth that prioritises gas safety in a more personal, motivating and memorable way.

A 30-second TV ad tells the story of Jack, who’s obsessed with corners, but never cuts them – especially when it comes to gas safety for him and his family. Jack knows that cutting corners with gas can cost lives and that he can find the expert he needs to work on his boiler on the Gas Safe Register, the official list of qualified gas engineers.

An integrated channel selection enabled us to build on previous learnings and capitalise on the new opportunity to tell a human story using national press and TV. 

The national TV ad is supported by an integrated campaign including national radio, press and OOH (including 6-sheets, 48-sheets and digital 6-sheets). 

We've created an ‘always on’ presence through digital display and re-marketing to visitors to gassaferegister.co.uk  

Tight geographic focus and media selection align the campaign to the age profiles of core segments and geographic locations that offer the highest target segment concentration.

Working with The Team has been instrumental in helping us to develop our long-term brand strategy, and key to this has been their expertise in developing an approach that helps our audience identify with our brand and why our service is important to them. We couldn’t have asked for a better partner and creative team to help us achieve this. They are experts in their field from storyboarding, copywriting and creative direction through to production, and have involved my team and I in every aspect which has made it a true collaborative partnership and a hugely enjoyable process. They are truly passionate about what they do.

Loucas Davenport, Marketing Director, Gas Safe Register

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