SEGB: Campaigning for a smarter Britain
How do you raise the nations awareness in the benefits of owning a smart meter in such a low interest market category as energy?
The route we took was to engender a sense of national unity post Brexit. Leaning heavily on the tried and tested ‘Lord Kitchener’ approach to art direction with a sense of wit injected to ensure the consumers interest was peaked when they encountered the campaign.
We partnered TV personalities Kirsty Allsopp and Phil Spencer with comedienne Susan Calman as the faces of our campaign and kicked off with a rousing manifesto film.
The tour then began. Ten locations over a three week period across major cities in Great Britain using a campaign tour bus, brand activation within major retail areas and brand ambassadors to drum up support and campaign awareness.
We launched the Smarter Britain Bus Tour on 16th July 2018 – in this month, Smart Energy GB influenced a record 50% of the overall smart meter discussion in the month, compared to the average 10% share of voice
Project scope: Overall creative concept art direction / film content / experiential design / event production / digital