How British Gas use Digital Signage as part of the IC channel mix

Digital Signage

Whatever your motivation, using a reactive digital signage system for your internal comms has some seriously indisputable benefits, enabling you to communicate instantly with large groups of employees.

Alison Boothby caught up with Ed Hinchliffe, co-founding director of Pixelnebula, to find out how their customers are making the most of this technology and incorporating it into their IC channel mixes.

 We are passionate about building innovative products that make it super easy for businesses to create and manage on-brand, powerful communications for employees. Whether it’s to raise awareness of key issues, to keep them up to date on best practice, to share good news and to recognise colleagues, digital internal communications are great for engagement.

And that’s exactly why Ed and his team designed and created Flare.

With plenty of eye-catching templates that easily integrate your logo and brand colours, Flare lets you share messages and information quickly on any screen, anytime, in real time. While the channel shows the most potential in office locations, it also fits in particularly well in many blue-collar environments such as factories, warehouses, distribution centres and call centres where employees are not desk-based with constant access to company systems.

Pixelnebula Flare

More than just wall paper

IC teams have all sorts of channels at their disposal, and any channel can become stale if it does not carry content that is engaging, relevant and timely. Digital signage is no different: it can quickly become ‘wall paper’ if content is not updated regularly and is not targeted at its audience. Ed again:

Digital signage is a push channel, but it is far less intrusive than, say, email or SMS. It doesn’t interrupt in quite the same way but it doesn’t get lost as easily either.

It works particularly well when used as a way of signposting to other channels, piquing interest in a particular story on the intranet perhaps, or drawing attention to a piece of corporate news, a new product launch, the latest successes or health & safety updates. In fact, with so many integrations available, Flare can pull real time content from virtually any source and act as a booster for other channels. Utilising these integrations has the added advantage of providing “free” content updates – by pulling in content from an internal social network, or the latest headlines from the intranet as soon as they’re posted, the system is automatically kept fresh with no duplication of effort.

Using the system to its fullest

One of Flare’s earliest adopters, British Gas, have been using Flare for three years now and have recently extended their contract. They use the system to its fullest with branded templates, lots of integrations and some useful operational use cases as well as internal communications and engagement remit.

With around 300 screens nationwide, the team have trained some 50 content creators across the business. This means that they can easily drill down to location and team level to really target content appropriately. British Gas use the system operationally in their call centres where it integrates with call stats systems, displaying, via a traffic light system, things like calls queuing, calls abandoned, calls completed etc. But it also pulls through

  • Feedback from their customers,
  • Highlights from Yammer,
  • Commendations from their employee recognition platform where colleagues can nominate others for ‘living the values’,
  • The latest company news from their Sharepoint intranet.

As a result of these integrations, the readership and visibility of news stories is greatly improved, making this not only a powerful comms channel in itself, but also amplifying the success of other IC channels.

With its intuitive interface and cost-effective pricing, Flare lets its customers focus on the actual message, and not the ins and outs of what has traditionally been considered a relatively tricky to manage channel.

Quantifying success

It’s easy from British Gas’s examples to see the very varied use cases for incorporating digital signage into the comms channel mix. But can you measure its success?

Ed admits it’s not that easy: “How to measure any environmental comms is not easy! Focus on the outcomes you’d like to see and go and find the evidence. This might be comparing readership stats on articles on the intranet that have or haven’t been highlighted on Flare; perhaps you’re looking to increase adoption levels on an ESN, in which case compare before and after statistics. When internal comms is working well, you would expect to see employee experience and engagement levels improve –  regular pulse surveys can help.


Reader offer 

Digital signage enables you to communicate instantly with large groups of employees. You can keep them up to date with all the latest news, focus on best practice, generate interest in company events and engage your teams. If you would like to find out more Pixelnebula are offering 10 lucky readers and smileexpo attendees an extended trial of Flare, allowing you to run up to 5 plug-and-play screens across your locations, totally free of charge for 3 months. The team will be available throughout the trial to advise on best practice and ensure you get up and running as smoothly as possible, with absolutely no obligation to continue after the trial period.

To get started, contact Ed Hinchliffe at or visit their exhibition stand at smileexpo on May 13th.

By Alison Boothby, simply communicate