THE CHALLENGE
Smart Energy GB wanted to demonstrate that booking a smart meter installation is quick and straightforward—even for the most skeptical individuals. Despite the growing adoption of smart meters, misinformation persists, often discouraging people from making the switch. To combat this, clear and factual messaging was essential, but the challenge was finding an engaging way to present it that would capture viewers’ attention.

THE STRATEGY
Our strategy blended comedy with information to create a series of content that people genuinely enjoy watching, with none other than the nation’s favourite, Johnny Vegas. With brilliant talent, a fantastic comedy writer, and a cutting room floor filled with jokes too risqué to include, smart meters received an unexpected comedy makeover. By leaning into the authentic Vegas charm and comedic timing, we would show that smart meters are simple to install and not nearly as intimidating as they might seem.

THE CREATIVE
Calling in Johnny Vegas, the king of relatable, no-nonsense humour to make the whole experience feel like a breeze, was the perfect way to go. In a 3-part series of shorts, the campaign followed Johnny from booking an installation to discovering how smart meters work, all through a playful, behind-the-scenes lens. From booking his installation, to prepping for the big day – note the “emergency supplies” because Mark from the pub thinks they’ll turn the power off for hours (spoiler: they won’t) – Johnny brings his unique humour and relatable wit to every minute of this content.