Cadent is one of the companies running the country’s gas distribution networks. It looks after the networks in North West England, the West Midlands, the East of England and North London. It also manages the national gas emergency service free phone line on behalf of the gas industry.
Cadent is the new brand name for National Grid Distribution Ltd which had formerly been part of National Grid.
The challenge for the 2017 Winter campaign was about alerting householders and businesses to the need to have their gas appliances checked to make sure they are operating safely at a time of year when they are likely to be busiest, and also to raise awareness of both the Cadent name and the emergency free phone number for people to call if they suspect a gas leak or carbon monoxide build up.
In discussion with Cadent, we looked to create an engaging press campaign and back this up with four specially-designed animated GIFs for use on Cadent’s social media platforms.
The press release included details on the need for safe, working gas appliances and how they should be checked by a Gas Safe Registered engineer, plus how to spot the signs of carbon monoxide poisoning. With the launch to be just before Christmas, we compared the mileage covered by Cadent engineers in a typical month with that of Santa flying in from Lapland to each population centre covered by Cadent so the releases could be targeted to specific local media.
We also organised a photoshoot with a householder taking delivery of a carbon monoxide alarm with a background of Christmas decoration.
The GIFs continued the theme with one showing Santa in his sleigh pulling the emergency number behind it and another with Santa at the wheel of a Cadent van to demonstrate the number of miles covered.
The new story was carried by many publications and news websites across the four Cadent regions with numerous uses of the accompanying photograph and the key details. The GIFs were shared multiple times on the Cadent Twitter and Facebook pages.
These were animated for us by Opus Media