Intensive, multi-channel campaign

Smart meters are vital to the UK’s vision for creating a cleaner, greener electricity system. As part of a national rollout, every electricity and gas supplier in the UK must take ‘all reasonable steps’ to offer smart meters to eligible customers – for Drax Customers’ business, that equates to 200,000 meters.

Recognising the importance of colleague understanding and advocacy to the success of the rollout, Drax asked RED to create and deliver a comms campaign that would get all 1,400 colleagues on the same page about the smart meter rollout.

We created a ‘Smart Month’ and armed teams with the tools they’d need to host activities under the campaign banner ‘Our Smart Future’.

Integral to this was our Smart animation and e-learning kit to test message retention. We also created a powerful identity, using graphics from the animation as a visual thread running through the campaign.

Out of 1,400 colleagues, 1,000 attended screenings and 996 completed evaluation cards. Post screening, there was a 57 per cent increase in understanding and 95 per cent completed their Smart e-learning module.

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