Client: British Gas

The Brief

British Gas wanted to inspire and encourage people to swim more regularly by commissioning a series of swimming events taking place in pools and open water across the UK. The events were underpinned by a series of new digital initiatives which served to increase levels of engagement during the whole campaign and significantly enhanced personal experience on event day.
 

The Solution

By applying our Active World insights to the British Gas brief, our team created a unique relay concept delivered in a roadshow format across the UK every weekend for a month. We designed a consumer journey that integrated both digital and experiential touchpoints to ensure participants were supported at all stages of their SwimBritain journey. Our Applied Technology team built an app to guide participants’ training plans and as part of the digital event activation, through instant timing results pushed to screens and iPads on the day.

The Results

  • Extremely high Net Promoter Score of +82, which demonstrates participants’ positive affinity with British Gas and the campaign.
  • Delivered premium experiences at ten venues including a flagship open water event at Blenheim Palace, Oxfordshire.
  • Streamlined registration process delivered increased participation.
  • Supported the campaign with digital assets such as the SwimBritain training app and instant on the day results.