British Gas direct mail case study

The aim of this British Gas mailing was to promote Generation Green, its energy-efficiency programme. OgilvyOne Worldwide created a piece of direct mail based on a real lesson plan to get the attention of its target audience of primary and secondary school head teachers.

Using seeds as a metaphor, the mailing demonstrated that small actions make a difference. It also showed how schools could save energy and money through efficiency.  

The results were very impressive. The mailing achieved 83% of its first year target and won silver in the Business to Business category of the 2008 DMA Awards.