abandonclosediscoverdisruptionfacebookgoogle-plus instagram linkedinmap-markerphonepinterestsearchtwittervimeo-squareyoutube email

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.

Selecting an engineer

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.

Campaign concept

So, regardless of how someone finds their engineer, our campaign asked our audience to always check that the engineer they have selected is on the Gas Safe Register.

This planted a subtle seed of doubt that the engineer they’re using might not be as qualified as they thought.

The creative

The creative heroes the Gas Safe logo – the sign of gas safety – in context on an engineer’s shirt or van, or viewed on a website, making it real and relatable.

Launching the campaign

The campaign was launched through press, digital display, radio and a subtly adapted 20-second TV advert.

Play Video

Leveraging an idea

Remarketing banners to Gas Safe website visitors leveraged the idea of turning down the corner of a page as a way of remembering something important – like checking your engineer is Gas Safe Registered.

The Team used new insight to develop a strong creative solution that is straight to the point and a really simple way of raising awareness of Gas Safe Register. It reminds consumers that however they find their engineer, they should always check the Register. We believe it’s a campaign that engineers will be proud of and will help empower the nation to keep themselves gas safe.

Sally ThomasHead of Brand Marketing at Gas Safe Register