Ross Kemp Uncovers the Truth About Smart Meters with Smart Energy GB

08 November 2024

Ross Kemp is travelling across the UK to visit homes and find out how people feel about their smart meters, in collaboration with Smart Energy GB and AMV BBDO. Directed by Fred Rowson through BlinkInk, the project features Kemp’s trademark investigative style, laced with humour, to highlight research revealing that four out of five people are satisfied with their smart meters. It will be seen across TV, digital, social media, radio and press.

With over half of homes now having a smart meter, the campaign is designed to provide proof that the majority of those owners are happy – citing advantages like easier budgeting and cost savings. The campaign will engage and reassure audiences via a highly targeted media strategy that leverages demographic insights, interest-based targeting, and contextual placements.

Chris Taggart, director of marketing at Smart Energy GB, said: “There is no one better than Ross Kemp to get to the truth. And his light touch humour shows the human side of the simple truth that most people are happy with their smart meters. This complements our ads with Angela Rippon, also running, where Angela shows how we can take advantage of energy rewards schemes and get access to cheaper off-peak energy, thanks to a smart meter.”

This new campaign comes hot on the heels of Smart Energy GB’s recent September launch of a campaign featuring broadcasting legend Angela Rippon. Also directed by Rowson through BlinkInk, Angela demonstrates the flexibility that made her a hit on Strictly, while teaching Albert Einstein – and viewers – the many simple ways that people could be rewarded for being flexible with their energy, only with a smart meter.

AMV BBDO’s creative team Tim Riley and Ant Eagle said: “Everyone knows Ross as a fearless investigator. Now he boldly goes down the leafy streets of the UK to uncover the truth about smart meters – and it’s good news.”

The two highly integrated campaigns will run alongside each other from early November this year, and into 2025.

Client: Smart Energy GB

Brand: Smart Energy GB

Campaign title: 4 out of 5

Client name: Chris Taggart, Laura Trendall, Olivia Adams, Harvey Sandhu and Jess Burns

Creative Agency: AMV BBDO

CCOs: Nicholas Hulley and Nadja Lossgott

Creative Director: Tim Riley

Creative Team: Ant Eagle, Matt King and Larry Dyer

Agency Planning Team: David Edwards

Agency Account Team: Tess Brisbane, Charlotte Oram and James Bancroft

Agency Production Team: Zoe Robley and Liv Fryer

Agency Design Team: Ian Mills

Media Agency: T&Pm

Production Company: BlinkInk

Director: Fred Rowson

Production Co. Producer: Richard Wilson

Post-production Company: Black Kite

Sound studio: No. 8

Audio Post-Production: No. 8

Photographer: Sam McElwee