Smart Energy GB: How Einstein helped reposition smart meters

Smart Energy GB, a not-for-profit tasked with driving smart meter installations across the UK, adopted a new mascot to successfully build a stronger, more recognisable brand across channels.

Executive Summary

Smart Energy GB, the not-for-profit, government backed organisation, persuaded a sceptical and apathetic audience to say 'yes' to a smart meter, with a little help from Albert Einstein.

  • Recent Smart Energy GB marketing had lacked consistency, with new campaigns each year to speak to different audiences and different smart meter benefits.
  • We needed to develop a truly flexible, long-term brand platform –one that was able to target different audiences for the remainder of the smart meter rollout.
  • We needed to reframe how we were positioning smart meters, away from just an energy saving device, to something which was...

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