Smart Energy GB | Einstein Campaign

As Head of Brand and Campaigns at Smart Energy GB, I oversaw the launch of this new campaign in April 2021 and developed a new approach to fully segment the target audience, broadening his appeal as widely as possible.

 

Einstein was originally destined to talk about one benefit of smart meters; that they would upgrade Britain's energy system. The new segmentation ensured we could take him much further - to talk more broadly about the environmental benefits to the country and personal money-saving benefits, targeting a different audience with the most relevant message to them.

 

The results were outstanding, with the multi-message campaign performing twice as effectively and twice as efficiently compared to previous single-message campaigns.