Multi-Channel Campaign - British Gas

British Gas

Multi-Channel Campaign

Encouraging employees to swim.

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The Idea

British Gas sponsors British swimming. During the London 2012 Olympics the company wanted to encourage employees to be engaged with this, and get involved in swimming themselves.

We integrated with the above-the-line campaign creative idea and messaging to create a truly immersive experience both online and offline within the workplace to excite and inspire employees. We created media for multiple channels and activities that included interactive game pods, disruptive wall vinyls , ‘Meet Team GB’ videos, posters and window vinyls.

We increased awareness of the company’s sponsorship of British swimming and tied this in with the UK’s Olympic fever, using elite athletes to drive the message home.

We encouraged advocacy amongst employees and friends. We encouraged employees and friends to take up the free swims offer. We also explained why British Gas is behind the British swim team.


We engaged 14,000 employees with British Gas’s ‘Free Swims for Everyone’ campaign – meaning a whopping 233% more people swam than last year!

We have generated around 14k swims from our employees through the campaign. We got about 6k last year. Mind blowing... Thank you so much, and well done.

Matthew Leopold

Brand Manager, Sponsorship at British Gas

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