CHALLENGE

Drive awareness of, and participation in, the inaugural British Gas SwimBritain, a fun team relay swim challenge forming a key part of British Gas’ six-year sponsorship of British Swimming, designed to get consumers to think more positively about the brand.

INTELLIGENT SOLUTION

We used elite swimming stars, including Becky Adlington, Ellie Simmonds and Kerianne Payne, to inspire thousands of people to get in the pool and brought David Walliams on board for launch event. A ‘Happiness Report’ showed how swimming improves happiness, wellbeing and sleep quality.

OUTCOMES

366 pieces of coverage were secured for SwimBritain, a 28% increase in lifestyle coverage on the previous year; 2,500+ swimmers took part, with 69% of existing British Gas customers who participated saying they were more likely to remain as a customer.