British Gas expands popular Hive campaign to push second generation model

British Gas-owned Hive has built on its popular 2014 musical advert with the launch of a new campaign to push the second generation of the remote heating device.

An evolution of the Fantastical World brand creative, the new Singing Bard campaign, which launches on Sunday (4 October) will introduce a musical storyteller who appears in unexpected places to help people discover different ways to control their homes.

The spot, created by CHI&Partners, retains the popular tune while exploring the benefits of Hive Active Heating 2, which allows people to control their heating and hot water from their phone, tablet or laptop.

Emma Inston, head of marketing, British Gas Connected Homes, said the new campaign marks an “exciting point” in the evolution of the Hive brand.

“With Hive Active Heating 2 now on shelves, and a family of complementary connected home products on their way, the timing was right for a brand new creative which goes beyond brand awareness and focuses firmly on the tangible benefits delivered by our products.”

The integrated campaign will lead with prime-time TV advertising, with amplification via radio and Out-Of-Home advertising.

A digital campaign will run across YouTube featuring the Bard, an interactive connected home, and social media support including a takeover of Hive’s Instagram profile.

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