Partnering with Mainstream Culture for Maximum Reach
Smart Energy has been running a UK wide campaign to get the nation to understand Smart Meters, however it wasn’t resonating with 21-28 year olds and they remained disengaged.
The ‘Power of 10p’ challenge series was aimed at the passion points of 21-18 year olds - beauty, tech, festivals and food, using Maya Jama as an influential presenter. The festival challenge was to be activated in real life using experiential to create content with authenticity and deliver the 3 core messages - smart meters show their energy in £/p, deliver accurate energy bills and can only be installed by an energy supplier.
Using the insight from YouGov that 67% of the audience consider tattoos as art, and the recent popularity of television shows such as “Just tattoo of us” and “Tattoo Fixers” we could create content that’s both fun to participate in as well as bold enough to watch.
Aligning with Bestival based on their large digital footprint, and Jay and Sketch's TV popularity/large social following we built our campaign How Many Tattoos Can We Ink for the Power of 10p?
Result: We inked 5.2 tattoos on the day, for 10 pence worth of energy. Over 2.5 million 21-28 year olds watched the film. The film came in at 25% under the target CPM. Utilita complimented the activity and this was the first Smart Energy Activity to be reported on in NME.
Understanding results due next year.