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  • Client

    British Gas

  • Project

    British Gas Winter Campaign

  • Deliverables


  • Links

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The Ask

Value, service and deeper emotional connection.

We’ve been the digital agency for British Gas for the last 6 years, working closely with their roster of agency partners to deliver integrated campaigns across mobile and desktop. From supporting new brand or product propositions, to digital marketing around central heating, gas and electricity - we’ve produced creative for just about every type of digital touchpoint, including microsites, eCRM, surveys, campaign landing pages, interactive maps and games.

Much of our output is direct response, but we always try to utilise new technology and platforms, whether that’s in-app advertising; QR code connected creative; post-code search and dynamic weather-based creative; or interactive iAds.

Late in 2015, we were asked to support British Gas’ HomeCare proposition: ‘always there to keep your home warm and working.’ The campaign focused on promoting the value of its HomeCare product and driving sales across its range of services, through a deeper, emotional connection with the clear proposition: “there’s no place like home.”

The ATL campaign centred around Wilbur the penguin, the new brand icon who would feature prominently in our creative as we enriched his world and built his online personality.

British Gas Logo Still

The Ask

creative and
interactive content.

Much of the creative we generated needed to be educational, informing potential customers about the myriad of benefits of the HomeCare product, such as British Gas’ commitment to prioritising the elderly or families with children in times of need.

We produced multiple HomeCare DR suites for both residential and landlord propositions, as well as a full suite of standard ads.

Learn as
you look.

We created an interactive YouTube masthead that invited people to discover the efforts British Gas was determined to go to, to help keep your house warm.

Perfectly rendered gadgets.

At the end of each chapter, we built 3D models of the gadgets with deeper details for users who wanted to understand more about how they worked.

"Waste are dedicated and passionate about our business and it shows in the quality of the work they produce. They bring a great blend of originality, creativity, innovation and pragmatism, and we view them as partners to our business."

Phil Livingstone / Head of Digital Marketing - British Gas

The Results

So, how
did it go?

Our Youtube Masthead was featured in the rich media gallery for DoubleClick, and won a handful of Awards for B-to-C Display Advertising.

And, we helped build Wilbur’s online reputation, with a variety of digital creative executions.

Our latest campaign for the brand features new HTML5 ‘Slider’ ad formats, as well as contextual ads and bespoke rich video - all with tailor-made, 3D Wilbur animations.

W3 doubleclick Communicator Award
Up Next Seriously fun games


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