In a world first, a digital Out-of-Home campaign used flight data to target British travellers as they touched down in Britain.
British Gas welcomed Brits home across JCDecaux Airport’s digital arrivals network with personalised messaging based on the destination that the passengers returned from, such as: “Keep the Los Angeles mood…Turn your heating and hot water on from your phone” and “Still chilly from Moscow? Get your home all cosy from your phone”.
Planned and booked with JCDecaux Airport by Carat and PSI, the campaign strategically targeted the 8.8 million UK residents who returned home via London Heathrow (T1 & T4) this winter and promoted Hive Active Heating - the new technology that enables customers to control their heating remotely from their mobile, tablet or laptop.
Pamela Brown, Head of Marketing and Insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don't have a timer and almost a quarter of people that have a timer don't use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Rob Elms, Sales Director at JCDecaux Airport, said: “It’s fantastic to see British Gas harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, British Gas has taken advantage of the unique opportunity to promote Hive using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”
British Gas also deployed a real-time, destination-specific campaign on JCDecaux’s Transvision and digital 6-sheet networks in rail stations nationwide, with tailored messaging based on departing train times. The campaign was delivered by Liveposter.
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