THE CHALLENGE
Smart Energy GB was running a PR campaign to humanise energy use and connect smart meters to the public, via making clear the benefits they provide to real people across the UK.

THE STRATEGY
The insight for this campaign was around older generations struggling to navigate the landscape of shifting technology, often finding it complicated or intimidating. We would cast real people, looking specifically for interesting characters with a story to tell. The group would feature a mix of personalities, varied in age and tech experience, making sure we represent this generation in an authentic way. A presenter would be cast to facilitate the conversation, drawing out the stories in a warm and authentic way.

THE CREATIVE
In a truly inclusive and encouraging conversation, our host, Angela Rippon, met with three older people and their younger friend or family member, to get to the bottom of their reservations about moving to a smart meter, or their positive experience having taken the leap. The personalities of our participants, and their dynamic with Angela really carried this piece. Heartwarming, informative, and even a few chuckles along the way!