British Gas wanted to educate and incentivise listeners to claim its offer of free insulation and free installation worth up to £1,000. It needed to overcome scepticism surrounding the free insulation and encourage sign up through a dedicated phone number. Over the two previous years, British Gas had only run airtime on radio. We felt that branded content would offer it the opportunity to get even closer to our listeners and achieve cut-through of its messaging.

To educate and incentivise listeners.

To make the campaign relevant to our listeners, we wanted to put them at the core. Our solution was therefore focused on recruiting listeners to be involved in the radio activity and to be ambassadors of the British Gas insulation offer. Through an online competition in each city, we recruited listeners who had had insulation installed to voice trails giving their views on it. These were made into station-branded audio trails, supported by British Gas messaging, that were made specific to each different area.

5 million homeowners were reached by the campaign. Through making it relevant to our listeners, it worked hard to engage listeners and complement the other media campaign

Using the local voices made the activity relevant to each city area and relatable to other listeners. Follow-up trails/spotlight features were tactically placed top-and-tail of ad breaks to ensure maximum effectiveness. As well as British Gas branding, the trails also included station branding at the forefront to provide endorsement of the British Gas messaging. The campaign was further supported via social media activity, highlighting the competition and helping the recruitment process.