Smart Energy GB, the national campaign for Great Britain's smart meter rollout, has won two awards at this year's Magnetic Spotlight awards, which sine a light on the most effective magazine advertising campaigns.
The organisation won Client of the Year and, with its media agency PHD, also took home the Branded Content of the Year prize for its Power of 10p campaign.
Power of 10p successfully drove understanding of smart meters among the 21-28 age group, who were previously less likely to engage in the energy sector. Brought to life across passion points from beauty to food, British content creators took on energy-related challenges with just 10p of energy and a smart meter. The Power of 10p turned energy's indecipherable language of 'kilowatts' into something that resonated in young Briton's everyday lives, and in the process, created a compelling smart meter conversation.
The campaign resulted in 200,000 young Britons engaging in energy and becoming more aware of the benefits of smart meters.
Smart Energy GB is tasked with communicating the benefits of smart meters to every single household in Great Britain.
Gavin Sheppard, Executive Creative Director and Director of Marketing at Smart Energy GB, said:
"We are so thrilled to win two Magnetic Spotlight awards. It's a great testament to our long partnership with the wonderful PHD and to the creativity and support of Hearst and the other media owners we worked with to bring now multi award winning Power of 10p campaign to life.
"I am immensely proud of my team, who every day are taking a low interest category like energy and inspiring Great Britain into installing smart meters and creating a cleaner, greener, smarter Britain."
Smart meters are bring offered to every home and microbusiness in Great Britain. More than eleven million of the new gas and electricity smart meters have already been installed and are transforming the way that homes and small businesses across Great Britain are buying and using energy.
The awards, announced at Soho's vinyl factor on 14 June, celebrate the best ideas, insight and diversity of effective work that ran in magazine brands in the lat 12 months.
This year Smart Energy GB has also won a YouTube Works for Brands Award and two PRCA Digital Awards for the Best Use of Reporting and Measurement in a Campaign and Digital Team of the Year.
Notes to editors
About Smart Energy GB
About smart meters and the rollout
Smart meters replace the traditional meters we currently have in our homes. They enable accurate bills, near real time information on energy use in pounds and pence, and greater control over the way we buy and use energy. The smart meter rollout is an essential technology upgrade, unprecedented in its scale, to improve Great Britain’s energy infrastructure.
There are already more than 11 million smart meters installed in homes and microbusinesses across Great Britain. Every household in England, Scotland and Wales will be offered one at no additional cost. Contact your energy supplier about getting your free smart meter.
Smart Energy GB media contacts
For more information including interview requests, case studies of smart meter users, infographics, photography and video content please contact the Smart Energy GB media team:
Helen Croney: [email protected]; 0131 322 6204 / 07921 458 041