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Building awareness of the Gas Safe Register

When you’re looking for a gas engineer, checking if they’re on the Gas Safe Register is the surest route to safety for you and your family. It’s the only list of engineers qualified to work legally on gas appliances.

The Team’s brand awareness brief was to build further awareness of the Register, ensuring that gas users knew what it was and where to find it.

Within the first few weeks from launch, the awareness campaign successfully achieved over 28,000 impressions and drove 8,000 additional visits, per week, to the Gas Safe Register website.

Taking action

We created a clear and memorable creative campaign, making the distinctive Gas Safe brand an integral part of the concept. It aimed to connect gas users of the risks of ‘cutting corners’ when it comes to gas and encouraged them to always check that their engineer is Gas Safe registered.

Using ‘it’s up to you’ in the copy highlights the importance of taking personal responsibility for gas safety. This is reinforced by the compelling call to action ‘check it, don’t risk it’.

Focused activity

A social media campaign, bringing to life the implications of cutting corners also reinforced the campaign.

Don’t cut corners with gas

Media included digital display and re-marketing to those who visited gassaferegister.co.uk.

This was supported by a 15 second YouTube video pre-roll advert, served to those searching for DIY gas terms.

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Getting the message home

Over 1 million branded stickers, for engineers to place on boilers as a reminder to conduct an annual check by a Gas Safe registered engineer, were created and sent out through the Registered Gas Engineer magazine.

Effectively Targeted

Radio was hot-housed in the Midlands, providing concentrated target market coverage and learning.

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Some of our work