Ross Kemp Brings Trademark Investigative Style to Latest Smart Meter Campaign

Smart Energy GB has drafted in TV icon Ross Kemp to visit households across the country to find out how happy people are with their smart meter in a new campaign created by AMV BBDO.

The new work, directed by Fred Rowson through BlinkInk, will run across TV, VOD, press, social, digital and radio. It shows the actor-turned-documentary maker using his trademark investigative manner and a little light humour to bring to life new research that reveals that 4 out of 5 people are happy with their smart meter.  

In investigative mode, Ross Kemp turns up in people’s homes – as they go about their daily chores, eat their breakfast, and get ready for work – asking members of the British public: “Happy with yours?” At the end, he joins Albert Einstein, Smart Energy GB’s brand ambassador, who enthusiastically confirms that, according to a nationwide survey, 4 out of 5 people are indeed happy with their smart meter.

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

This new campaign comes hot on the heels of Smart Energy GB’s recent September launch of a campaign featuring broadcasting legend Angela Rippon. Also directed by Rowson through BlinkInk, Angela demonstrates the flexibility that made her a hit on Strictly, 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 two highly integrated campaigns will run alongside each other from early November this year, and into 2025.

Chris Taggart, director of marketing at Smart Energy GB, 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’s creative team Tim Riley and Ant Eagle said, “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.”