#TweetToHeat This Bus Shelter with CHI&Partners' British Gas Campaign
CHI&Partners and British Gas have today launched an innovative pop-up #TweetToHeat shelter for British Gas’ remote heating and hot water product Hive Active Heating in Manchester, where commuters can keep warm while they wait for buses, trams and trains.
True to its name, the shelter, launching in Manchester Piccadilly Station, allows users to heat it instantaneously by tweeting with the hashtag #TweetToHeat, using cutting-edge Accurate Instant Response technology from Visual Voice.
The shelter is part of an ongoing Manchester takeover campaign created by CHI&Partners for Hive Active Heating, including digital out-of-home work in which the memorable animated Hive characters react to the ever-changing weather – unfurling umbrellas when it starts raining, freezing over when it gets cold, and donning shades when the sun comes out.
The responsive out-of-home work, with media planning from Posterscope and Carat, will be live across 63 sites in the city for two weeks, including transvision screens in train stations and dynamic executions at Manchester Airport.
Following the launch of the product in October 2013 and a nationwide campaign spanning digital out-of-home, TV, radio and social in January 2014, the Manchester takeover aims to drive awareness of Hive Active Heating in the North’s major commuter city. The campaign uses cutting-edge technology and charming animations to remind people that Hive allows them to control their heating and hot water from anywhere using their phone.
Sarah Golding, CEO at CHI&Partners, said: “#TweetToHeat is a natural successor to our previous brand activity for Hive Active Heating – reminding people of the power of technology through the use of technologically innovative advertising. We’re extremely proud of the numerous inventive executions we’ve created for Hive, showing commuters how easy it is to come home to a warm house with Hive.”
Pamela Brown, Head of Marketing and Insight, Connected Homes at British Gas, said: “We love #TweetToHeat – it fits perfectly with our progressive communications approach, using technology to bring to life our smart brand idea; that you can control your heating and hot water from anywhere with your phone.”
Vanessa Lenahan, Business Director at Posterscope, said: “We are thrilled to be evolving the use of dynamic digital out-of-home for Hive, its second campaign in Manchester after a very successful London launch last year. It’s always exciting to work with brands like Hive who constantly look to innovate within the out-of-home medium.”
Hive has had singular success since it launched in October 2013, with more than 150,000 households across the UK now using the product to control their central heating and hot water.
Advertiser: Hive, by British Gas
Account Manager: Chris Tivey, Libby Clifton-Astley
Business Director : Sam Lewis
CEO: Sarah Golding
Creative: Rob Ferrara, Liz Oakley
Creative Agency: CHI&Partners
Creative Director: Tony Durston
Executive Creative Director: Jonathan Burley
Planner: Oliver Feldwick
Producers: Karina Aloupi, Mike Heath, Marianne Paton
Media Agency: Carat
Planner: Prindi Tresize, Louise Turnwald, Simon Bielby
Music and Sound
Voice-over: Colin Smith
Production Company: Carbon
Category: Gas , Utilities
Genre: In-camera effects