THE CHALLENGE
Smart Energy GB teamed up with Rugby League, to show those on a low income and/or experiencing fuel poverty that a smart meter is a tool to help achieve better financial control of energy bills; and that their supplier could offer support to those who need it. Many people are still struggling to pay their energy bills, and the stress and worry associated with these difficulties can significantly impact well-being. The heart of the message needed to be that sharing your worries and talking to people about these issues can help. That includes talking to your energy supplier, which can open up ways in which they can really help; such as getting a free smart meter to track your spending and take advantage of payment plans.

THE STRATEGY
Building on the success of the ‘Carer 2 Carer’ content, we will tell this story through powerful, emotional, and highly impactful content that is centred around authentic, human stories. It will feature Rugby League players who will talk about their past personal financial struggles and how they benefitted from discussing these issues with others. We will weave in messaging naturally by discussing their own issues around paying energy bills.

THE CREATIVE
The content led with truthful storytelling, keeping the focus on the authentic experiences that are shared by our rugby players. To reflect the sensitivity of the subject and to avoid distraction, the filming approach was a simple framing for pieces to camera, and emotive b-roll setup. We used a strong visual creative vehicle to support the stories being told – photographs chosen by our rugby players of the people who they have found comfort in speaking to. Our final scene showed these images collecting on a wall, truly reflecting the power of keeping in touch.