We’re told over and over that timing is everything. Here’s an ad example that proves the adage correct. AMV BBDO and Smart Energy GB have just re-introduced the company’s smart meters. Following lockdowns, which tended to bring electricity from the back of everyone’s mind to the front, the campaign’s timing is so right.
The AMV BBDO campaign, The Quiet Revolution, is led by a 40-second film whose voiceover draws people’s attention to a quiet “revolution” that “like other revolutions will change things for the better – but in the most uniquely British way, everyday life will pretty much carry on as normal, without fuss or fanfare.”
The revolution is the reawakening of the smart meter that “all have working away in the background, hidden under stairs or tucked behind some clutter in a cupboard.” While these may not be front and centre of daily lives in the UK, the boxes are upgrading the UK energy system, helping to achieve carbon-neutral status by 2050 and change the future of the country.
The hero film breaks on television and online starting August 13, backed by activity in the national press, magazines, radio, YouTube and on social.
https://youtu.be/875whZeLKng
AMV has also made four shorter films to appear in digital channels. These develop The Quiet Revolution concept, each focusing on a different way smart meters are changing things – including how they can save customers money and help them adapt their energy needs as technology changes.
https://youtu.be/875whZeLKng
https://youtu.be/PXtQhE2BGk0
Working beside the above-the-line activity is social content, developed by Gravity Road, to amplify the campaign. This includes meme-like posts and cinemagraphs featuring real-life smart meter advocates. The aim is to use the content to target as many different audience categories, including people with pre-pay meters, with the right message, at the right time and in the right place as possible.
A PR campaign by H+K Strategies will also launch in September, highlighting the role that individuals can play in supporting The Quiet Revolution and the collective impact that small actions can have on helping our country reduce its carbon footprint.
Chris Taggart, director of marketing at Smart Energy GB, stated, “We are in the early years of a British household revolution in our use of energy; like the electrification of our heating and charging electric cars from our homes. So, we are excited to launch this campaign that dramatises how smart meters are quietly helping to enable this future, and proud that AMV and Pulse films successfully created such beautiful and powerful work, all the while keeping Covid safe.”
https://youtu.be/u6aFCpz6Jjg
Credits
Creative Agency: AMV BBDO
Creative Director: Alex Grieve
Copywriter: Ben Smith
Art Director: Dan Kennard
Planners: Joe Smith & Mike Alhadeff
Agency Account Team: Katy Talikowska, Amy Tippen, Tony Kovachev & Dan Sanderson
Producer: Darapen Vongsa-Nga
https://youtu.be/js0Zx9-lD3c
Production Company: Pulse Films
Director: 32
Producer: David French
Editor: Ellie Johnson @ tenthree
Post-production Company: Time Based Arts
Colourist: Simone Grattarola
Audio Post-production: Parv Thind @ Wave
Music composition: Mr Pape
Social Agency: Gravity Road
Account Management: Jacinta Szuman, Claire Petzal & Martha Robertson
Strategy: Ruairi Curran, Duncan Snowden, Ronak Mokhtassi
Creative Director: Peggy Nuttall
Creative: Tom Reynolds
Editor: Dom Lashley
Director (Listen Closely): The Queen
Post Production: Envy
Photographer: Aleksandra Kingo
PR Agency: H+K Strategies
Media Agency: PHD
