British Gas puts the love back into its brand by highlighting the joy of everyday family life
British Gas are building a more emotional connection with customers by reflecting their reality; a naturally inclusive, representative snapshot of modern Britain.
Assistant Editor, BITE
Nucleus’ first campaign, ‘Here to Solve’, will be at the heart of an ongoing programme of activity focused on shifting consumer’s perceptions of British Gas as ‘just’ an energy supplier and demonstrating the wider benefits that the home services provider can bring to their lives.
No two households are the same but you can be sure of one thing, that there are two rooms in those houses that remain at the heart of everyday life: the bathroom and the kitchen. This is where life takes place, from socialising with friends to navigating multiple bath times or sharing important news.
British Gas’ latest ad captures the beauty of day to day life in a new campaign ‘Here to solve.’ Having retired Wilbur the Penguin who has been the brand’s mascot for the last few years, the campaign is the first from nucleus, the bespoke agency model set up for Centrica that is made up of The&Partnership, MediaCom, WundermanThompson and BCW.
‘Here to solve’ takes a more emotive, creative approach showing us the world through a British Gas customer’s eyes. It is set in real family homes in South and West London starring real families and real British Gas engineers. Capturing those real relationships adds an element of spontaneity and energy to the scenes as there is no acting involved; it’s simply a snapshot of how life looks like every day in that house. It's that word we hear about so much in marketing, yet rarely see in the work: authenticity.
The spot features one house with a busy, noisy, happily chaotic family household moving through the bathroom, from kids at bath time to fishing out a spider or the mother checking her breasts for lumps. The other follows a young couple navigating their day-to-day life alongside socialising with friends. It’s a reflection of the mundane yet meaningful moments of modern life.
The ads document the emotional flow of life sound-tracked by Offenbach’s Can Can. A broken boiler and leak in the roof break that flow until the British Gas engineer helps the households get back on track. The campaign is designed to showcase the services British Gas offer that customers might not be aware of, demonstrating just how much more British Gas has to offer than just energy. They are about life in the home, how British Gas can fix, protect and upgrade them.
As Jill Dougan, Marketing Director at British Gas said of the campaign, “as a company we need to think about how we can solve our customers problems rather than what can we sell them.” British Gas are building a more emotional connection with customers by reflecting their reality; a naturally inclusive, representative snapshot of modern Britain.