Based on successful campaigns in 2012 and 2013, British Gas again wanted Fun Kids to support their Generation Green campaign, driving awareness and engagement amongst parents and children.
The campaign centred on giving families the chance to win a £150,000 energy makeover for their child’s school. This included a live final at Westfield Stratford where different schools across the country would perform dance routines on a special PaveGen dancefloor that converts your kinetic energy into electricity. This experiential space would then be open to the public for a further three days.
To drive awareness and entries throughout the recruitment process, we delivered an intensive on air campaign with presenter talk ups and enhanced adverts where we answered children’s questions about energy.
This was a great way to spark interest amongst our family audience with messaging driving them to a micro-site online where they could learn more and enter the competition.
Here’s an example of an enhanced advert:
We also delivered three bespoke videos for the campaign (filmed and edited by our production team) starring our presenters and dance group, Diversity, promoting the competition and delivering key educational messages.
These were promoted across Fun Kids’ digital platforms, including on a micro-site we built which included further native content centred around Generation Green’s core values.
The videos were also made white-label enabling British Gas to use as creative assets for their other marketing and PR activity. Here’s an example video:
Finally, our presenters hosted the live event at Westfield across all four days, creating the perfect atmosphere, playing music, introducing live acts, whilst delivering educational and commercial messaging.
This was supported with Event Guide promotion (on air/online) driving families to Westfield to try out the dancefloor for themselves. And we also generated content from the events broadcast on air to extend the experience to the hundreds of thousands of families tuning in across the UK.