Overview

British gas felt that the “BusinessCare” product offering was not selling as well as expected. After an initial review it was realised that there was a general lack of understanding and uncertainty within the business about the product offering, which meant that the sales teams were not pushing these products when talking to customers.

We decided to give the “BusinessCare” products an internal identity, including a logo and ‘brand’ which was visually attractive and fun, whilst at the same time explaining the product. We created a character-based ‘Superheroes’ brand for the product set, along with an individual ‘hero’ for each product.

We produced a variety of different creative executions in the form of posters, Saturn screens and badges for the Superhero family or products, along with posters of the individual products themselves, each outlining the character / product’s relative key strengths / benefits. When this was launched into the BGB offices, it gave the sales teams both the information and the motivation they needed to talk confidently with customers, resulting in a dramatic increase in sales.