We launched ‘The Wash Pit’ a free, solar-powered pop-up laundrette at Leigh Delamere Services, for festivalgoers heading home from Glasto.
The giant launderette lightened the load and saved parents’ energy, with free slots available to book via Eventbrite at one of the most popular pit stops on the Glastonbury return journey.
Our Media Relations team ensured our Wash Pit and accompanying research was picked up by press outlets across the UK, with articles in The Mirror, The Sun, Daily Star, Dail Express, The Times, The Standard and many more. We even had Dermot and Alison discussing The Wash Pit on ITV’s This Morning!
Meanwhile our Creator Hub team generated a whopping 220,000+ social impressions, with influencers such as Radio 1’s Jess Iszatt and The Famileigh stopping off on their Glastonbury returns for a Wash Pit spin.
The activation took British Gas’ anchor as a reliable, helpful presence in people’s lives, and showed how even tackling the post-festival ‘laundry apocalypse’ can be powered by smarter, greener choices – such as PeakSave, which rewards customers with half-price electricity.
Our Wash Pit launch generated an impressive spike in searches for British Gas, and increased share of voice from our competitors. And the public loved it, with increased sentiment and social commentary reflecting British Gas’ warm and caring values.