Ross Kemp powers up smart meters for Smart Energy

One-time-hardman-turned-investigative-TV-reporter Ross Kemp has switched his focus to the controversial promotion of energy smart metres, bigging them up for Smart Energy GB by revealing that 80% of people are satisfied with their smart meters.

Skirting over the fact that 20% of customers are obviously not too chuffed, Kemp is seen travelling across the UK to visit homes, with the ads featuring the former EastEnders’ actor’s trademark investigative style, laced with humour.

Produced in collaboration with AMV BBDO, the ads will run across TV, digital, social media, radio and press.

With over half of homes now having a smart meter, the campaign is designed to show that the majority of those owners are happy – citing advantages like easier budgeting and cost savings. The highly targeted media strategy embraces demographic insights, interest-based targeting, and contextual placements.

It will run alongside Smart Energy GB’s campaign featuring broadcasting legend Angela Rippon, which launched in September.

In the TV spot, Rippon demonstrates the flexibility that made her a hit on BBC’s Strictly Come Dancing, while teaching Albert Einstein – and viewers – the many simple ways that people could be rewarded for being flexible with their energy, only with a smart meter.

The devices, which replace traditional meters that have to be read manually, provide real-time readings that detail how much gas and electricity consumers are using, and how much it is costing.

But the rollout has been controversial, with plans afoot to use the devices to charge households more to use power at peak times, with cheaper rates available when demand is lower.

They also allow energy providers to remotely switch those who fall behind on bills over to pre-payment meters.

Nevertheless, Smart Energy GB director of marketing Chris Taggart said: “There is no one better than Ross Kemp to get to the truth. And his light touch humour shows the human side of the simple truth that most people are happy with their smart meters.

“This complements our ads with Angela Rippon, also running, where Angela shows how we can take advantage of energy rewards schemes and get access to cheaper off-peak energy, thanks to a smart meter.”

AMV BBDO creative team Tim Riley and Ant Eagle added: “Everyone knows Ross as a fearless investigator. Now he boldly goes down the leafy streets of the UK to uncover the truth about smart meters – and it’s good news.”