Smart Energy GB tasked Red to engage with microbusiness owners to check if they are eligible for a smart meter.
Our remit involved identifying and exploiting opportunities with trade and consumer media to increase positive sentiment about smart meters that encourages more microbusiness owners (with a halo effect to consumers) to seek out and accept a smart meter installation.
Pent-up consumer demand following multiple lockdowns, the approaching ‘freedom day’ plus less foreign travel meant that UK businesses would be enjoying a ‘Summer of Spending’…which became the focus of our creative approach.
We conducted research with consumers and small businesses to create a range of story lines for vertical trade, business and consumer media. Consumers were asked how their attitudes to supporting local, supporting eco, and spending habits had changed since the pandemic. Small businesses were quizzed about the upgrades they had made to prepare for re-opening particularly from a green perspective.
Tech expert and former Gadget Show host Jason Bradbury added the voice of authority to our story, sharing his top tips on tech upgrades that businesses can make to prepare for reopening. Alongside, we ran an advocacy programme with small business organisations such as Small Business Britain, the CBI as well as small business advocates including Dragons stars Deborah Meaden and James Caan.
The campaign ran over one month and generated almost 35 million OTS via editorial coverage and social buzz. Coverage was well messaged and positive leading to 15% campaign recall.