Einstein and Kemp teach Brits how to beat peak energy
Smart Energy GB has launched a new campaign featuring broadcaster Ross Kemp alongside the iconic Albert Einstein character to demonstrate how easy it is to access cheaper off-peak energy with a smart meter.
Created by AMV BBDO, the campaign encourages consumers to shift their energy use by highlighting that off-peak energy is available at various times, including during the day and on weekends.
The campaign builds on insights showing that perceived difficulty and convenience are major barriers to energy flexibility. By contrasting Kemp doing physically challenging tasks with the simplicity of using energy flexibly, the campaign underscores that saving money on energy doesn’t have to be complicated.
Challenging perceptions with humor
Directed by Fred Rowson through Blink, the campaign shows Kemp crawling through a ditch and doing laundry in a cement mixer, while Einstein demonstrates how simple it is to benefit from a flexible energy scheme or tariff with a smart meter. The work will run across TV, VOD, social, digital and radio, supported by a highly targeted media strategy set by T&P.
Chris Taggart, Director of Marketing at Smart Energy GB: “As more flexible schemes and tariffs come onto the market, we want to showcase the benefits and rewards that a smart meter can unlock. Our latest campaign tackles the key barriers that might put people off being flexible with their energy use, showing them that getting cheaper off-peak energy is actually easier than they think – with a smart meter.”
Tim Riley, Creative Partner at AMV BBDO: “Everyone knows Ross Kemp is someone who doesn’t shirk a challenge. In fact, he relishes doing things the hard way. So we thought it was time he got to do something that wasn’t difficult. Getting cheaper energy.”
The campaign follows Smart Energy GB’s 2024 Energy Flexibility campaign featuring Einstein and broadcaster Angela Rippon, which successfully raised awareness of the benefits of flexible energy use.
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