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...