Digital agency Crayon has been appointed to overhaul the integrated digital activity for British Gas’s nationwide campaign “Generation Green” following a competitive pitch.
Crayon has now been tasked with developing the programme which aims to bring together schools, children, their family and friends to create a greener future.
Launched in May 2008, Generation Green is a national schools campaign that rewards schools and pupils with ‘green leaves’ which can be earned by completing various activities. The more challenging and impressive the activity, the higher the number of leaves that are earned. Leaves can then be exchanged for rewards such as bike equipment, cool camera nesting boxes or vegetable growing kits. Since the launch, 10,000 schools have already signed up to the scheme. Initially, Crayon’s brief will be to review branding, site architecture and drive increased registration and engagement by core school related audiences, but moving forward, the initiative is expected to expand considerably to reach a wider target audience.
Katie Bosdet, Head of Brand Experience at British Gas, said “Generation Green is an extremely important part of our brand strategy and a reflection of British Gas’s commitment to working with schools and the wider community to reduce environmental impact. Crayon impressed us hugely with their understanding of how to bring campaigns alive in the schools environment and with their future vision and ambition for the Generation Green programme. We are very excited about working with the Crayon team to make what is already a fantastic programme, even better.”
Richard French, Managing Partner of Crayon said: “With Generation Green, British Gas has developed one of the most exciting online brand programmes in the market today. Immediately we felt the potential stretched way beyond the current focus and shared this vision with the Generation Green team. We are absolutely delighted to have the opportunity to help to shape it as it grows and evolves in the future.”