As part of its ongoing environmental work, British Gas developed Generation Green, a successful online program bringing together pupils, parents, teachers and schools to help make the world a greener place.
As part of its ongoing environmental work, British Gas developed Generation Green, a programme bringing together pupils, parents, teachers and schools to help make the world a greener place. But this is a very crowded marketplace. British Gas needed a programme that had cut through and engaged the audience in an original and compelling way.
LBi, one of the largest global marketing and technology agencies in the UK, was chosen to develop the strategy, concepts and website. Jon Marks, Head of Development at LBi, says: "We chose EPiServer CMS because we had a really tight timeline and needed a system we knew well, was flexible enough for us to turn round quickly and was going to be simple for our clients to manage."
www.generationgreen.co.uk launched to great interest from schools, children, the media and the interactive community. An extensive TV and online advertising campaign generated traffic from day one.
The concept behind the site is simple: all the green actions that a school, parent or pupil pledge to do earn them leaves which they can then redeem online for green prizes for the school. Schools are given their own profile page so that they can monitor their progress and see what other schools are doing – generating a community feel. Each school also has a notice board detailing their activities. Images can be attached to these posts, and they appear in a global image gallery.
The site has a database of all UK schools. It is easy to find a school of interest with a progressively refined text search. Alternatively, a Google maps mash-up identifies schools by postcode.
LBi also developed a series of five innovative online games for the children to play and pass on. Each game is themed around a key environmental issue that is something that the children can do in their home whether it's switching appliances off standby or recycling their old materials at home.
The entire website runs on EPiServer CMS, allowing for easy management of schools, products and tasks, message boards and donations. Editors get daily reports, reminder emails, notification of game winners and data updates.
Generation Green has been a success so far – the site is an interesting and exciting place for social and environmental education beyond the requirements of business marketing. In just over six months, Generation Green has inspired over 9,000 schools to sign up which equates to over 3 million children who could have been impacted by the programme. The popularity of the green lesson plans has resulted in over 300,000 hours of learning in UK schools. Genereation Green and the eco-rangers game has won LBi the Best B2B campaign at the UK’s prestigious Revolution Awards.
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