British Gas Stages Generation Green Energy Performance Roadshow

BEcause creates dance-themed roadshow for schools and local community groups

03 JULY 2015, GLASGOW, LEEDS, MANCHESTER, CARDIFF
Summary
British Gas is staging a series of dance-themed events in shopping centres across the UK, with schoolchildren competing to win a share of almost £1m of Energy Makeovers for their schools. Brand experience agency BEcause has once again been chosen to design and produce the live finals of The British Gas Generation Green Energy Performance, taking place in Glasgow, Leeds, Manchester and Cardiff.

British Gas is staging a series of dance-themed events in shopping centres across the UK, with schoolchildren competing to win a share of almost £1m of Energy Makeovers for their schools.

Brand experience agency BEcause has once again been chosen to design and produce the live finals of The British Gas Generation Green Energy Performance. The events are taking place in top shopping centres in Glasgow, Leeds, Manchester and Cardiff, with the next outing at the Manchester Arndale Centre on 3rd-5th July 2015.

The British Gas competition, now in its second year, invited primary and secondary schoolchildren to design their own eco-school. From almost 500 entries, four were then selected from each qualifying region to compete on a power-generating dancefloor in front of judges, Diversity dance stars Jordan and Perri.

Alongside the finals of the school competition, the roadshow is being used to give local community dance groups the opportunity to perform on the British Gas stages, and promote their organisations to the public. Around 100 performances by local dance groups and professional dancers are being staged each weekend, with groups also inviting the public to take part in dance workshops.

BEcause has designed the touring roadshow and is managing all aspects of the live activations. Using innovative Pavegen technology, the dancefloor harnesses the energy created by performers, powering up a large energy totem for watching audiences. This year’s roadshow is also supported by partnerships with Heart and Capital Radio.

The design of the stand also features a timeline path on a green grass floor, paved with panels detailing energy milestones through the ages. The walkway leads to an ‘Energy Pledge Tree’ where people can commit to sustainable practises by writing down their energy saving promise.

Sharon Richey, CEO of BEcause, commented:

“British Gas is very committed to making energy education fun and worthwhile for schoolchildren and local communities. The company's school programmes have invested £17m worth of sustainable energy technologies in our schools. For the schoolchildren who make it to the live finals of this Energy Performance competition, it’s like their mini-version of Britain’s Got Talent - their excitement and energy is fantastic.”

This is the second year that BEcause has been involved with British Gas’ Generation Green Energy Performance. Last year’s campaign helped secure almost 1200 teacher sign ups to its energy education programme, as well as resulting in significant increases in brand consideration and trust for British Gas amongst visitors, and large boosts to website visits.

Quotes
"“British Gas is very committed to making energy education fun and worthwhile for schoolchildren and local communities. Its Generation Green initiative has already seen the company invest around £17m worth of sustainable energy technologies in our schools. For the schoolchildren who make it to the live finals of this Energy Performance competition, it’s like their mini-version of Britain’s Got Talent - their excitement and energy is fantastic.”" Sharon Richey, CEO of BEcause, comments:
Spokespeople
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About BEcause Experiential Marketing

BEcause | Creative Experiential Marketing

BEcause is a global integrated experiential marketing agency.

Our work spans experiential events, digital experiences, live technologies, shopper marketing, sponsorship and corporate events.

We build brand love through creative, immersive and emotive strategies.

We challenge ourselves to make brands more meaningful, memorable and magical.

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