Goldilocks
British Gas
The challenge
British Gas may be a trusted name in central heating, but their brand lacked traction in the home security market. The brief called for a disruptive way to expand beyond gas and plumbing, that didn’t cross over with the large-scale TV ad campaign that was running at the same time.
The creative
Our disruptive ‘off brand’ solution updated the story of Goldilocks with a funny and contemporary fable about the benefits of 21st century surveillance technology. The branding piece itself was understated, with the British Gas identity only being revealed right at the end in order to challenge the reader’s perceptions.
The results
The fairy tale was sent out nationwide to all customers who had signed up for the Homeserve insurance scheme, captured their attention and inspired them to get in touch to find out more.
