The campaign sees British Gas offering free family swimming vouchers to existing customers, who are invited to visit a local pool of their choice. British Gas is a sponsor of the British Swimming Team.
Rufus Leonard has been British Gas’ lead digital consultancy since May, and this is the first of its projects to go live. The group started working on it around six weeks ago, according to chief executive Neil Svensen.
The online campaign, at www.britishgasswimming.co.uk, sees Olympic gold medal-winning swimmer Rebecca Adlington guide the user through the voucher-request process. Customers can choose a pool using a Google Maps pool-finder.
Svensen, says, ‘We wanted to ensure the above-the-line and digital campaigns could work in tandem. The website emulates the animations that are used in the TV campaign.’
The campaign will run until the supply of free vouchers has been exhausted.