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Smart Energy – Knowledge is Power

Background

Smart Energy GB works on behalf of the government and the energy industry to oversee the rollout of smart meters into households across the country by 2020. In 2015 they set out on their journey to educate the nation on energy usage and raise awareness of the benefits of smart meters – that they make energy usage more visible and controllable, empowering people to save money on their bills. And they’re free.

As they were looking to target all UK households, we collaborated with the Telegraph Media Group to cover a broad cross-section comprehensively.

 

CHALLENGE

Energy utilities are amongst the choices people are most apathetic about.  Even though deregulation has created a ‘market’ for switching between providers and tariffs, most people don’t bother. And utility bills are obscure - often calculated on a usage estimate, rather than the actual amount. However, we know that Modal Britain are always looking for ways to improve their lives and welcome advice on getting the best energy tariff possible and therefore better deal on household bills. 

 

SOLUTION

Trinity Mirror Solutions and the Telegraph’s 10-month content partnership delivered a consistent strategy of ‘Knowledge is Power’, equipping our audiences with the power to take control of their energy bills. Using 17 of Trinity Mirror's national and regional titles across print and digital, we were uniquely able to match the geography of the regionally-phased smart meter rollout across the UK, focusing on 3 key communication strands.

Awarenessthe absurdity of estimating energy bills

  • a column series estimating the results of key sporting events, TV and popular culture
  • a tongue and cheek video estimating the results of the football transfer window

Re-appraisedemonstrating the ease of adoption 

  • nostalgia led DPSs identified key technologies that Britain embraced over the past 100 years to show how new developments become a part of an everyday enhanced life
  • early adopter columns demonstrating the real-life benefits of smart meters

Educate - exploring the range of benefits 

  • Editor’s Letter demonstrating editorial support and an infographic editorial spread illustrating the benefits of smart meters to readers

With the partnership running almost a year, we needed to learn and optimise the activity as we went. To complement our digital analytics of reader interaction online, we used surveys of our Modal Mouthpiece audience panel to understand print readers’ experiences of the campaign - working collaboratively with the client and media agency to create and refine the content.

 

RESULTS

  • A huge campaign reach of 13.4m
  • 269,000 unique users saw our digital content
  • Understanding of smart meters and the benefits they provide increased by 24% throughout the campaign
  • Interest in having a smart meter installed increased by 35%
  • 65% of the Trinity Mirror audience (equivalent to 8.7m) remembered the editorial campaign
  • 22% of Trinity Mirror audience (or 2.9m people) discussed the Smart Energy editorial content
  • 14% (or 1.9m people) enquired about getting a smart meter installed as result of the campaign

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