Gas Safe Register.
Gas Safe Register replaced CORGI in the UK to protect consumers, their families and their property from dangerous gas work. We are the new Gas Safe brand marketing partner and having developed the new brand, we are communicating to both industry, business and consumers to build awareness and trust of Gas Safe.
Staying safe starts with gas engineers.
120,000 engineers had registered by the launch.
Audience.
Life as a gas engineer: one day you’re registered with CORGI and the next you’re with the new Gas Safe Register... or you’re breaking the law.
Challenge.
To ensure a smooth change to the new Gas Safe Register we needed to ensure gas engineers across the UK were fully aware of what was happening and ready to register before 1 April 2009.
Insight.
We contacted 55,000 gas engineering businesses by direct mail with advice and forms, and provided online registration and additional information via gassafe.co.uk.
Result.
Press and online ads in trade magazines provided further reminders and now 120,000 engineers had registered by the launch.
Gas Safe on your doorstep.
30% of the public recognized the brand or have seen the logo.
Audience.
It’s a dark winter afternoon and the doorbell rings. Maybe it’s the gas fitter you called earlier in the day after finding one in the Yellow Pages. You open the door and the engineer shows you his Gas Safe ID card. In an instant his brand says trust: you’re reassured he’s the man for the job and in he comes, toolkit in hand.
Challenge.
After 20 years of CORGI as the official accreditation mark for the gas industry, regulation changes demanded a new standard for gas safety. Our job was to take the public and the industry from the old to the new.
Insight.
Our fact finding proved that we needed to strike a dramatic contrast with CORGI, go back to basics and be as direct as it gets because nothing is more scary than gas safety.
Result.
Our integrated nationwide consumer campaign has launched Gas Safe deploying TV, radio, press and outdoor media. We have also reached the gas industry through an engagement programme driving response to the website with immediate impact.
Valuable information, I look forward to receiving each copy.
"A very impressive start it is exactly what we wanted." HSE
Audience.
Competence when working with gas is mandatory. Gas engineers need to receive information that keeps their knowledge and expertise up-to-date in an ever-changing environment.They need to have that essential information delivered regularly and efficiently – in an easily digestible form.
Challenge.
The new Gas Safe Register, which replaced CORGI in April 2009, had to communicate safety information to more than 60,000 gas operatives every month. Our knowledgeable team of writers and a publisher with experience of delivering vital information to a large audience had the perfect solution – and one that generated income as well.
Insight.
Presenting highly technical, ever-changing and safe information to an already highly experienced audience requires a unique and uncompromising approach. By using real-life examples to bring to life complex subject matter, we provide the human angle to the key safety information we have to deliver. Readers and advertisers alike agree that the environment we have created meets their demands.
Result.
We have created a new monthly magazine in print and online available to the 60,000 registered gas engineers and an additional 90,000 operatives each month. The product is self-funding and the proof of the effectiveness is therefore two-fold: an increase in gas safety awareness and a responsive readership. registeredgasengineer.co.uk