The Availability Engine

Agency: OMD UK
Client: British Gas

Every year 9m homeowners experience issues that need a quick fix - from a boiler on the blink to a blocked drain ruining bath time. British Gas' army of engineers are a key point of difference in a ferocious category, but they were losing out to local tradesmen who were seen as more reliable and accessible.

We had a supply and demand problem, with wasted engineer availability in the summer and a lack of engineers in the winter. Welcome the Availability Engine, where we harnessed live engineer availability from British Gas’ central appointment system, to make real-time adjustments to media by specific geo-location. Hijacking Google Ad’s architecture, we were able to save British Gas millions in potential wasted resource and most importantly, keep our engineers fixing pipes and saving bathtimes.