Our smart meter client wanted to understand the role communications could play in driving increased uptake and to optimise their messaging hierarchy to standout in an increasingly noisy, highly competitive market environment.
What We did
Deep analysis of our continuous brand tracking study enabled us to identify the drivers of consideration. We were able to determine that control and increased value were key benefits in getting a smart meter. Previously, the campaign had focused on describing what smart meters do; we suggested they shift to focus on the consumer benefits.
The study continues to inform the organisation and its key stakeholders of progress towards smart meter uptake, as well as delivering insight to inform future brand and marketing strategies.