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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands