British Gas evolved its “Planet Home” campaign with a new TV spot called “No Place Like Home,” with narrated poetry and a lot of furry animals.
The ad shows animals and humans who are going to bed at the end of the day, and it definitely tries to bring more warmth to the brand. British Gas’ marketing and communications director Margaret Jobling wanted to make this campaign a revolutionary sequel of the company’s long-running “Planet Home” marketing strategy with new “No Place Like Home” ads.
“We felt it was getting a little boring,” Jobling said in an interview for The Drum. Margaret’s goal was to change how people feel about the brand, since the company has played it safe when it comes to advertising in recent years. That’s why #NoPlaceLikeHome had a very important job: to bring the change to the brand.
Obviously, animated animals cause a lot of warm feelings. The ad was created by the CHI&Partners and it shows that your home is your haven. The entire concept of the ad builds on the idea from the previous ads which is “Your home is your world”. The animated style of the brand was updated in the fuzzy sequel as British Gas wanted to achieve a friendlier tone.
Besides the tone, British Gas wants to send out the message about how fragmented the company’s customer base is becoming as it is more difficult to own a home, which also means that the company is no longer dealing with just homeowners and businesses.
British Gas will also insist on more on social, mobile and content in order to build loyalty across a broader customer base. The company has also hired an editorial team to ensure the posts, videos and articles are more likely to be shared.
British Gas decided to change the way people perceive the company by creating an impressive campaign that runs on TV and social media. What are your experiences with digital? Share your experiences and learn about the best practices from other professionals at the UK Digital Experience Awards 2016!
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