Smart Energy GB is a client like no other, the campaign for a smarter Britain. We are here to make sure everyone understands smart meters, how to get one and how to use their smart meters to get their gas and electricity under control.  I have been the lead creative for M&M’s UK and Europe, developing digital, social and innovative campaign work.

What is does £10 Let’s highlight the future benefit of Smart Meters using the value of £11 and the innocence of children. The benefit of £11 might not seem a lot of money to an adult but to the younger generation it’s a fortune in monetary value but more importantly, the promise of a cleaner and more energy efficient future. in monetary value but more importantly, the promise of a cleaner and more energy efficient future.

AINSLEY’S
10P
COOKS

We aimed to leverage the power of the meme using Ainsley Harriott, and create a snappy social media content for a the 21-28 year old audience delivering a smart meter message.
The main purpose of these videos was to support the Power of 10p campaign. The videos have been viewed over 9M times on Facebook, Instagram and YouTube.

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THE POWER
OF 10P

Young people aged 21-28 weren’t interested in smart meters and research had shown general apathy for any mention of energy bills. We wanted to create a way for smart meters to be relevant, but also to drive home what exactly measuring bills in £s and pence means in interesting ways.

We created The Power of 10p, a campaign involving a series of challenges that focus on how much 10p of energy is. Driven by Google insights, we picked the passion points Beauty, Tech, Live Music Events & Food. We also used familiar faces such as TV presenter Maya Jama & social media influencers to help increase interest and drive the reach of the campaign.

The campaign clocked up over 6M combined views across YouTube, Facebook, Instagram & Snapchat, and has has passed it’s goal of reaching our desired audience with under benchmark CPM. o change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Gold, Works for brands, YouTube
Gold, Social Storytelling. Marketing New Thinking Awards
Gold, Best use of digital, Digital Impact Awards

ALWAYS
ON

We aimed to leverage the power of the meme using Ainsley Harriott, and create a snappy social media content for a the 21-28 year old audience delivering a smart meter message. The main purpose of these videos was to support the Power of 10p campaign. The videos have been viewed over 9M times on Facebook, Instagram and YouTube.

People in the UK didn’t know who Gaz & Leccy were or what they related to.
We wanted to achieve a way of making them ‘famous’ while keeping the focus on energy usage and still making it entertaining for a digital audience. So solve this, we created a mock award ‘The Gaz & Leccys’ to encourage people to call out their housemates for their energy wasting behaviour.

To date, 3M people have engaged with the campaign on Facebook / 250k on Twitter and the mentions of energy behaviour for that month were 600% higher than usual in the UK.