Making gas safety more personal and memorable
Driving greater attention and retention for Gas Safe Register
Our successful Don’t Cut Corners campaign has helped to drive greater awareness of finding an engineer on the Gas Safe Register – the only list of engineers qualified to work legally on gas appliances.
In Autumn 2019, we were tasked with evolving the campaign to make the brand more memorable and relevant, and to deliver against specific objectives including: increased awareness, increased recall, increased web traffic and finally, increased intent to use the register.
Making the Gas Safe Register brand more memorable and relevant.
Data revealed that people select their engineer based on hard evidence and social proof. From sources they trust, like friends and family; by checking a trade website; or enlisting someone they have used before.
So instead of fighting against this ingrained behaviour, we decided to work with it.