British Gas is a true fabric of the nation brand. However, various category headwinds, including trust challenges, have made partnerships an increasingly relevant platform to connect with communities and showcase how the brand is powering a more sustainable future. As a result, we helped British Gas to partner with the British Olympic and Paralympic Associations. In Scotland, partnerships were brokered with the Scottish Football Association and Scottish Rugby Union under Scottish Gas – including naming rights of Murrayfield.
The flagship relationship with the British Olympic Association (BOA) and British Paralympic Association (BPA) saw Olympic athletes spearhead British Gas advertising efforts. At the same time, the “Get Set for Positive Energy” programme inspires primary school children to use their positive energy to drive change toward sustainability. In Scotland, we’re helping over 130 rugby clubs reduce their energy use by half while transforming Scottish Gas Murrayfield, the home of Scottish Rugby, into a leading example of energy efficiency.
Substantial uplift in consideration and trust was generated amongst those aware of Olympic activity.
Exact details on the results cannot be shared due to confidentiality reasons.
