LBi London

www.generationgreen.co.uk

The Relationship

LBi has worked with British Gas on the Generation Green programme since its inception in late 2007. The project was launched as part of their ongoing environmental work, aiming to bring together pupils, parents, teachers, and schools to help make the world a greener place. As a digitally led project, LBi and British Gas shaped the strategic direction together, which made sure an engaging and robust digital platform was delivered.

The Work

With greenwash a very 21st century phobia, we realised that this was a very crowded marketplace. Therefore British Gas needed a programme that could cut through and engage the audience in an original and compelling way. So the concept behind the website we created was simple: schools, parents, and pupils had to make pledges based around carrying out real green tasks for which they would be rewarded in the form of leaves. These leaves could then be redeemed online for green prizes for the school. As an extension of the programme, we also developed 'Professor Green and the Eco-Rangers': a visually rich, interactive game with a customisable character and school leaderboard.

The 'green thing' was driven home in a context that every child could enjoy and understand.

The Outcome

www.generationgreen.co.uk launched in April 2008 to great interest from schools, children, the media, and the interactive community. An extensive TV and online advertising campaign generated traffic from day one. Over 9,600 schools registered (with a potential influence on more than 3 million children), and more than 20,000 lesson plans were downloaded, resulting in well above 300,000 hours of teaching. 100,000 activities were completed (ranging from appointing light monitors to long-term carbon reduction programmes). And as we speak, 27,000 schools have now reduced their carbon footprint.

Tags: award-winning, branded experience, Centrica, client, gaming, Generation Green, green, social, strategy, tech

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