'It’s Christmas come early'Because new gas central heating keeps your home warm whatever the time of year, installing now means it will be just as cosy in winter as it is in summer.Combined with the £200 offer, it is literally 'Christmas come early'This was symbolically achieved by having the traditional 'mother-in-law visit' at Christmas come early - very early.The 30’ execution focused on the arrival and ‘installation’ of the mother-in-law.The 10’ execution reinforced her complete takeover of the house.Other media within the campaign continued the theme using Christmas wrapping paper imagery.

"Winter is an important time for us, so I was delighted to have such a superb creative idea at the heart of our campaign. It reflected our brand values perfectly, and brought about a strong uplift in sales."Vince Barry, Senior Marketing Communications Manager.With a cost per response of £20.29, the ad saw an immediate uplift in response as soon as it was broadcast. In addition, it made number eight in Adwatch, Marketing magazine’s weekly top 20 of adverts recalled by the public.