THE IDEA
Super Smart Home Hacks – an adaptable year long programme of activity allowing us to flex with the volatile news agenda. The creative platform focused on the home – and all the rich, warm stories within it – to offer households super smart tips, hacks and tricks for managing energy use and finances thanks to smart meters. With three areas of focus and a bit of TLC, we made energy management emotive, engaging and culturally relevant:

• Trusted Technology – a heated air rack vs the humble tumble drier, an air fryer vs an oven and heated blanket vs an electric heater – home hacks or false economies? We found the definitive answers through partnering with the Energy Saving Trust and creating news and social first content.
• Lightening the Laundry Load – does anyone really know what the washing symbols on your clothes labels mean? We reimagined them with energy management principles at their heart.
• Conscious Cooking – love cooking hearty, comforting meals in the winter? Us too, but many are concerned about the impact on their energy bills. So, we created engaging content featuring TikTok ‘Potato Queen’ Poppy O’Toole to offer the nation energy efficient takes on traditional recipes and share hacks on how to rustle up a feast in the kitchen, while keeping their energy bills in check.

THE RESULTS

• 1,520 media articles and counting
• 32 articles in national media & 82 broadcast hits
• Independent research showed uplifts in 10 out of 17 drivers of seek and accept behaviours
• Seek and accept is significantly increased for GB consumers following the campaign