The Challenge

Smart Energy Meters had seen low adoption amongst low-income households which are more affected by increases in the cost of living and could benefit from ways to help manage their utility bills.  Smart Energy knew they could help these audiences take back control of their finances.

The Insight

From our insight panel, we know that readers responded best to content based on relatable stories, so we ensured this remained central to the campaign. ‘Take the Power Back’ was executed in Take a Break, That’s Life! and TV Choice.

The idea

Our campaign ‘Take The Power Back’ created relatable editorial-led content that was designed to inspire our readers to take control of their energy consumption.

Execution

Results

52% of low income households took action

33% increase in audience believing Smart Meter can make budgeting easier