CASE STUDY

Generation Green – an overview  A schools and community programme from British Gas  Supporting schools, pupils, their parents and the wider community in becoming more environmentally aware  Utilising British Gas's Energy Experts, schools and parents are provided with advice and easy to take actions for which they can earn green leaves for their school  The schools can then exchange their leaves for a variety of energy efficient rewards

The Problem British Gas has strong green credentials not perceived as such by consumers but

Objectives  Reinforce to consumers that Green is at the core of everything that British Gas does, by: 1) Raising awareness of Generation Green Project ahead of launch 2) Encouraging parental and school Energy Savers Report sign-up

The Solution A three pronged approach Bespoke online Kids game Green Up Your Life ad- funded programme with Generation Green break bumpers Integrated Online and TV campaign promoting Generation Green initiative

Green Up Your Life programme TV Adverts Online ads Cinema Press Online game pushing to…Raising awareness of green issues & Generation Green initiative ESR sign up Kids and parents earning leaves for schools Customer Journey

Implementation: Green Up Your Life  10 x 5 minute programmes: “Green Up Your Life”, developed with Endemol production company  …where kids compete in a series of ‘green’ challenges  Aired daily on CITV from 15th September at 15.50, and repeated (total 4 week period)

Sponsorship bumpers

Implementation: Online and TV Integration  CITV splash pages, RIP banner, game hosting, homepage promo button, display ads  Popcorn.co.uk branded characters, video, game hosting, homepage button, display ads  ITV.com and Friends Reunited run of site display ads  TV Spot ads + sponsorship bumpers  End credit promos

TV advert

End credit promo

CITV Landing Page

Implementation: Online Game  Professor Green and the Eco-Rangers  A bespoke online game developed in conjunction with LBI, designed to raise awareness of Generation Green, making users more environmentally aware  …and getting kids and parents signing up to earn leaves for their schools

Programme, ECP, bumper & TV ad

Results  Green Up Your Life achieved an average audience of 47,000 children, with a high of 82,000 watching episode three  Total 544,000 individuals & 310,000 kids (15/9 – 10/10)  9.7% share of children aged 4-9, and 2.05% up on the slot average  Viewers were 108% more likely to see Generation Green as a positive environmental example, and 43% more likely to see British Gas as one  100% of those who watched the programme and played the game said they’d learnt something new about the environment  schools signed up for Generation Green (Apr – Oct) vs original target of 3000  17m leaves donated so far (to October 2008) for schools to redeem prizes

Appendix

The challenge British Gas has strong Green credentials but isn’t perceived as such by consumers. Thus, need to: 1)Raise awareness of BG Green credentials & Generation Green project 2)Encourage sign-up to ESR The idea Engage kids via a programme about Green challenges for kids. Drive to a competitive online Green game for extra involvement. ITV Assets used 10 x “Green Up Your Life” programmes on CITV. Sponsorship break bumpers. End Credit Promos driving to website. Bespoke online game. Extensive integrated TV & online campaign promoting GG initiative. Research resource. Our insight “Green” can be fundamentally boring, but effectively interesting kids in such subjects can be achieved via other routes, eg: their passion for fun telly & gaming Results Viewers 108% more likely to see GG as positive Green example & 43% more likely to see BG as one. 100% of kids who watched and played said they’d learnt new stuff about environment schools signed up Apr-Oct vs original 3000 target for year. 17m “leaves” donated to Oct for schools to redeem prizes against. Total viewers 544,000 individuals & 310,000 kids (15/9 – 10/10). How has our approach worked?

TV Advert

CITV

Friends Reunited

ITV.com

Popcorn

Implementation: Online and TV Integration  CITV splash pages, RIP banner, game hosting, homepage promo button, display ads  Popcorn.co.uk branded characters, video, game hosting, homepage button, display ads  ITV.com run of site display ads  Friends Reunited run of site display ads  End credit promos – driving viewers online  TV Spot advertising and sponsorship bumpers promoting Generation Green initiative