It is keen to raise awareness of the message that it has the lowest carbon footprint of the major UK energy suppliers, according to the company.
The firm also wants to raise the profile of British Gas New Energy, a division it launched in April to provide advice and services to customers on making their homes greener, such as fitting solar panels.
The 12-month brief will see Blue Rubicon promote domestic energy efficiency as a cost-effective and green measure. It will work on the consumer part of a larger campaign, extending across the marketing mix to advertising, marketing, employee communications and local political outreach.
Blue Rubicon’s brief will focus on positioning the company’s 9,000 engineers as energy experts, and will particularly target major metropolitan areas. It will work closely on a local level, although it will also raise national media profile.
The agency will encourage consumers to use the firm’s new range of green energy services.
It will also raise awareness that British Gas is now able to provide Energy Performance Certificates, something that every person selling their home will require by law later this year once Home Information Packs are introduced.
Blue Rubicon partner Fiona Joyce and associate director Neil Daugherty will lead the account, reporting to Mish Tullar, director of media relations at Centrica, British Gas’s parent company.
Tullar said: ‘This isn’t about green-washing through a strong PR campaign. As an energy company, the provision of energy saving measures is integral to our business. We see green energy as being a multibillion-pound industry in the future and we want a significant stake in it.’
Although British Gas initially set up a tender for the account two years ago, no hire was made at the time. Blue Rubicon has stayed in touch with the company since then.