British Gas launches campaign to promote connected services brand Hive
British Gas has launched an ad campaign to drive awareness of its connected services brand Hive, launched in September 2013.
The campaign, created by CHI & Partners, marks the first above-the-line activity the energy provider has run for the new brand, and centres on animated characters showing how Hive Active Heating fits in with their lives.
Hive, which can be accessed and controlled via smartphones, marks the company’s arrival into the connected services market, as it looks to meet the increasing demand for mobile-connected services from customers who are become increasingly accustomed to using a range of devices to help plan their schedules.
Running from today until next month, the campaign comprises 40-second and 10-second versions of the TV ads, which span live broadcast and catch-up TV.
It also features advertising, targeting people on the move, particularly commuters with ads running across underground stations and National Rail. This includes digital escalator panels, along with as a new installment planned for Waterloo station yet to be announced.
All activity will be backed by direct mail and email marketing, and print and digital advertising.
Pamela Brown, head of marketing and insight at British Gas Connected Homes, said: “Using a different brand name helps people feel that these products and services are available to all, not just British Gas customers, and we believe that longer term Hive will have a positive impact on the British Gas brand – helping it to become known for modernity and innovation which will help drive differentiation in the energy category too.”
Hive Active Heating is the first product to launch under the new Connected Homes category, with all future planned products to fall under the same marketing identity.