4 out of 5

Smart Energy GB has drafted in TV icon Ross Kemp to visit households across the country to find out how happy people are with their smart meter in a new campaign created by AMV BBDO.

The new work, directed by Fred Rowson through BlinkInk, will run across TV, VOD, press, social, digital and radio. It shows the actor-turned-documentary maker using his trademark investigative manner and a little light humour to bring to life new research that reveals that 4 out of 5 people are happy with their smart meter.

In investigative mode, Ross Kemp turns up in people’s homes – as they go about their daily chores, eat their breakfast, and get ready for work – asking members of the British public: “Happy with yours?” At the end, he joins Albert Einstein, Smart Energy GB’s brand ambassador, who enthusiastically confirms that, according to a nationwide survey, 4 out of 5 people are indeed happy with their smart meter.

With over half of homes now having a smart meter, the campaign is designed to provide proof that the majority of those owners are happy – citing advantages like easier budgeting and cost savings. The campaign will engage and reassure audiences via a highly targeted media strategy that leverages demographic insights, interest-based targeting, and contextual placements.

This new campaign comes hot on the heels of Smart Energy GB’s recent September launch of a campaign featuring broadcasting legend Angela Rippon. Also directed by Rowson through BlinkInk, Angela demonstrates the flexibility that made her a hit on Strictly, while teaching Albert Einstein – and viewers – the many simple ways that people could be rewarded for being flexible with their energy, only with a smart meter.

The two highly integrated campaigns will run alongside each other from early November this year, and into 2025.