Utilities Marketing Agency

Partners to the UK’s biggest gas distribution network

Cadent is the UK’s largest gas distribution network, bringing gas to 11 million homes and businesses. They manage a network of more than 82,000 miles of pipes, most of them underground, which transport gas throughout the North West, West Midlands, East Midlands, East of England and North London.

We have had the privilege of collaborating with the team at Cadent for numerous years now, supporting their internal communications and customer engagement initiatives. From creating compelling campaign brand marks and dynamic motion graphics to designing engaging educational materials for schools and customers, we have helped support and amplify Cadent’s important work.

Make The Right Call – Customer Engagement Campaign

Cadent approached us with a critical mission; to educate the public on the correct number to call in case of a gas leak. While the information was vital, the challenge lay in conveying it in a way that was both informative and engaging for the vast audience across the regions they cover.

Working with the creative team and our strategists, we embarked on a journey to bring Cadent’s message to life, forming a video that not only informed viewers about the appropriate number to call but also presented various scenarios in which a gas leak might occur. Leveraging captivating motion graphics, we seamlessly integrated the brand colours and identity into the narrative.

The animated video had nearly 200,000 views on YouTube alone and it became Cadent’s second highest viewed video ever.

Smell, Act, Call – Customer Engagement Campaign

“Smell gas? Act! Call 0800 111 999. Save the number in your phone today.”

We were delighted to work with Cadent to publicise this life-saving message with clear, concise instructions on what to do if you smell gas. Our team created an animation that has reached over half a million views (and counting!) on YouTube. We aimed to deliver an accessible message while refining the campaign mark.

Cadent set out to raise public awareness of gas safety through a focused campaign titled “Smell, Act, Call”. A key campaign requirement was to subtly develop the campaign mark whilst ensuring clarity and accessibility across all content. The “act” stage of the campaign needed to be emphasised as an important part of the process if you can smell gas.

We designed and created a dynamic, engaging animation to capture the essence of the “Smell, Act, Call” message. Using clear, accessible visuals, we ensured the message was direct and memorable. We seamlessly incorporated the campaign mark, with a little enhancement but maintaining the original design. To ensure accessibility across all of Cadent’s customers, the campaign was also adjusted across a series of postcards that we translated into 6 different languages.

UMA really understands the essence of our industry and capture this in their creative designs and campaigns. I’ve been especially impressed with the animations they’ve created for us depicting our sustainability journey, as well as gas emergency messages to help and support our customers.
They’ve created and developed identities for our important gas safety campaigns which has created impact and real awareness of key topics.

Communications Specialist – Brand & Campaigns

Please note: The work featured in this case study was undertaken while operating as Blumilk, prior to our rebrand as the Utilities Marketing Agency (UMA). You can read more of our history here.

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