Brands can genuinely stand out from the crowd by giving something back and supporting community projects.  Public demand for brands to take their corporate responsibility seriously has increased in recent years - we are now often looking to brands to help support and enrich local communities. So giving something back can be a great strategy as it allows companies to develop strong ties with consumers while building  a reputation through positive association at relevant local levels.  It also helps to foster one of the most important ingredients in a brand-consumer relationship: trust. 

Here are some examples of brands we think have done a great job at building brand awareness and strengthening relationships with consumers by giving something back.

Duracell Rapid Response

When Superstorm Sandy struck last year the emergency services were overwhelmed and we saw hundreds of examples of community based support, which acted as a lifeline to those affected.  While some brands, such as Gap and American Apparel launched into insensitive campaigns that rightly drew condemnation from consumers, other brands offered to help and were celebrated for their efforts.  Duracell mobilised a Rapid Response team when the power was out across large parts of New York and New Jersey. The team handed out free torch batteries, radios and other portable battery powered devises.  It was quick-witted, simple and thoughtful act that will made a positive impression.

Sky Rides

Under the creative concept “everyone’s invited” Sky joined forces with British Cycling to provide a full schedule of community cycling events designed to encourage people to get on their bikes. The campaign successfully links Sky to a project that is about more than the services it supplies as a business. 

Sprint Interactive Billboard

US voice, data and internet network Sprint created this great campaign in New York that allowed people to find out more about what they love in the city.  When people tweeted things they liked using the hashtag #evolove their question appeared on a billboard in Times Square with an instant response from Sprint.  Although this project isn’t charity based, it does give something back to a community and shows that even a little bit of help can go a long way.

British Gas Pools for Schools

British Gas has crafted several great community focused projects.  One good example is the Pools 4 Schools initiative, where temporary pools were installed at schools across the country to get kids swimming.  According to British Gas, 1 in 5 children leave primary school unable to swim.  Learning to swim is made difficult by lack of facilities, costs of transport or cost of pool hire so British Gas stepped in to help.  This initiative was bound to connect with parents and was a brilliantly genuine way to give something back but also talk to the right people about the kind of brand you are and what you stand for. 

Read more of from our “Great at…” series:

Great at…embracing a current trend

Great at…using technology to create a memorable brand experience

Great at…bringing ideas to life using experiential marketing

Great at…stunts and stand out one off campaigns

We’ve just completed another Autumn roadshow for British Gas – all part of our on-going work to promote the company’s energy-saving products and techniques for the home.

For our latest brand experience, entitled “Working Together to Save Money”, we teamed up with regional water companies Thames Water and Bristol Water.

Based around a repurposed shipping container, the roadshow visited town centres, retail parks and garden centres in Bristol, Enfield, Bicester and Kingston throughout October.

Consumers could enjoy teas and coffees, chat to Brand Ambassadors about new products and free loft insulation, and discover more about British Gas’ energy saving initiatives.  There was also a levitating “magic tap” water-feature and costume characters to entertain the kids.

This latest initiative comes after our experiential work for British Gas won Best Experiential Campaign – Corporate Communications in last month’s IVCA Clarion Awards for excellence in communicating sustainability.

Following on from the work we did on the British Gas Sustainability Café last year, we've created a new interactive exhibition for British Gas to promote “Smarter Living”.  The campaign aims to give insight and information to help consumers use new technology to reduce energy use and costs. The focal point of the stand is a screening room, where visitors can sit down, relax and find out about new products via a series of short videos.  Interactive displays of the company’s latest technologies are also on show.  These include smart-meters that track energy use, smart-phone enabled remote control heating systems and electric-vehicle charging points. The stand is staffed by British Gas experts to advise visitors on products and energy use.  During the event, guest speakers will give talks on subjects such as smart-metering, new technology and energy-saving techniques. There will also be a number of celebrity appearances from Mark Goodier, Duncan Goodhew, Jon Tickle, Robert Llewellyn and Dawn Porter.

Katie Penfold, Senior Account Director at BEcause comments: “British Gas is committed to the positive impact new technology will have on future energy use.  This stand is a way for the company to talk directly to the consumer and show that these products aren’t distant plans but are soon to be a trusted part of everyday life.” The Ideal Home Show runs until the 1st of April 2012 at Earls Court, London.

The 103^rd Ideal Home Show opens at Earl’s Court this Friday (16^th March), and we’re going to be there with a brand new “Smarter Home” stand we’ve designed for British Gas.

Following on from the work we did on the British Gas Sustainability Café last year, this new interactive experience will showcase some of the company’s latest developments in home and energy technology. There will be a screening room, interactive displays showcasing the company's latest future-facing products and a number of celebrity appearances. The Ideal Home Show 2012 runs from 16th March - 1st April.   For tickets, visit the website.

Last weekend we launched a new 6-week summer roadshow for British Gas, featuring a Sustainability Café built from a recyclable shipping container. The British Gas Sustainable Energy Space made its debut at the Bristol Balloon Festival, which was held on 11-14^th August.  It will next appear at new Hampton Court event, A Jolly Day Out, from 26-29^th August, followed by four county shows in Buckinghamshire, Dorset, Berkshire and Worcestershire during September. The new roadshow is designed to provide a welcoming platform for British Gas to talk to consumers about sustainable energy ideas and solutions.   Visitors are able to enjoy free teas and coffees, whilst picking up energy-saving tips, and learning more about British Gas’ sustainable initiatives –smart meters, EnergySmart, free insulation for British Gas customers, energyshare (its partnership with River Cottage), A-rated boilers and microgeneration solutions such as Solar PV and Solar Thermal. To reinforce the sustainability messages, we ensured that the entire experience is built with a strong eye on sustainability.  All wood is from FSC regulated forests, waste is being recycled and all café equipment will be donated to local community-run kitchens at the end of the campaign. In addition, power used to run the café at the first 3 events is being matched back into the Grid from 100 per cent British renewable sources. The remaining events will be powered by a containerised solar PV solution. And any carbon generated during transportation of the shipping container is being offset by PURE, the clean plant trust. Karen Evans, managing director of BEcause, comments: “British Gas is at the forefront of sustainable energy solutions, and this roadshow will take that message in a friendly, conversational manner to discerning family audiences around the UK.   Having created a very successful exhibition for British Gas at last year’s START sustainability festival, we were delighted to be invited to build on that work with this larger summer roadshow.”