British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops, office foyers and – from Monday (20 October) at Heathrow and Gatwick airports, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using a new package from international OOH agency PSI and Liveposter called Liverposter Airports, the feeds deliver bespoke messages - such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details. In airports the ads also feature temperature information of the country people are arriving from to tailor the messages even more.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Jim Bolton, creative director at CHI&Partners, commented: “Being welcomed back home from a foreign country or being informed that your train is running late by an ad campaign is an idea that fuses old-fashioned charm with a bit of modern magic – which is exactly what our Hive characters stand for. We hope customers think there’s a little bit of magic in this campaign.”
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.