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Making gas safety more personal and memorable

Building on a successful launch earlier in the year, The Team has further developed Gas Safe Register’s ‘Don’t Cut Corners with Gas’ campaign. The aim of this next wave of activity is to raise further awareness of the Register amongst target consumers by making the story more personally relevant and the consequences of cutting corners with gas clear.

A new national TV advert is just part of a major integrated campaign that includes radio, national press, national digital display, social and out of home.

Making the Gas Safe Register relevant and memorable is crucial because there might not be an immediate need for a gas engineer.

Leveraging the moment of truth

The core message of the campaign remains – Don’t cut corners with gas safety – it could put you, your home, your family and friends at risk. Always check the Gas Safe Register.

By humanising and calling out the consequences of cutting corners with gas, we leveraged a key moment of truth to prioritise gas safety in a more personal, motivating and memorable way.

Bringing the message home

The 30-second TV advert brings to life the story of Jack, who’s obsessed with corners, but never cuts them – especially when it comes to gas safety.

Play Video

The 30-second radio advert now uses the voice of Jack’s son, little Jack, to drive home the important message about not cutting corners.

Play Radio Ad

Integrated channel selection

The national TV is supported by an integrated campaign including radio, national press, digital display, social and out of home (including 6-sheets, 48-sheets and digital 6-sheets).

Creating an ‘always on’ presence

We’ve created a cost-effective, ‘always on’ presence through a range of digital display advertising and re-marketing to those who visit gassaferegister.co.uk, to help keep the message front of mind.

Focused activity

Tight geographic focus and media selection align the campaign to the profiles of key segments, using titles and locations that offer the highest target segment concentration.

Working with The Team has been instrumental in helping us to develop our long-term brand strategy, and key to this has been their expertise in developing an approach that helps our audience identify with our brand and why our service is important to them. We couldn’t have asked for a better partner and creative team to help us achieve this. They are experts in their field from storyboarding, copywriting and creative direction through to production, and have involved my team and I in every aspect which has made it a true collaborative partnership and a hugely enjoyable process. They are truly passionate about what they do.

Loucas DavenportMarketing Director, Gas Safe Register

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