Gas Safe Register
Award winning Rogue Traders campaign for Gas Safe Register
Cowboys and gas don’t mix.
We knew from working on the launch of Gas Safe Register that we needed a hard-hitting PR campaign to reach the 22 million UK homes with gas. Our objective was to convey specific messages about the importance of using a registered installer.
Any national media relations campaign needs to be newsy and relevant. We started with research to find the story and ended with research to find out how we’d done.
In between, we used a mix of statistical news stories and real-life case studies to bring the risks of using unregistered installers to life, using our understanding of media relations to target the right information to the right journalists.
Within the two-week period of the pr campaign, we achieved over 150 pieces of editorial coverage for our story: TV, national and local radio, national newspapers and online platforms – a huge audience reach. This campaign won a PRCA award.
Post- campaign research measured consumer awareness. Guess what? TV was the most effective route.
Our multi-channel brand awareness campaign has been shortlisted in several categories in this year’s Construction Marketing Awards.
When the market you’re in is dominated by a huge player multiple times your size, you need to be different to make an impact.