A smart meter is a small, portable screen that shows your live energy usage in pence. With the government aiming to put one in every household by 2021, we needed a way to get younger audiences to actually pick one up and use it. So we created a live, social media bingo game. Anyone could play, but only smart meter owners were rewarded with genuinely desirable prizes, like a year’s supply of cheese. Non-owners still “won”, but with deliberately useless rewards, such as a year’s supply of fishing line. The result was a surge in smart meter uptake. Creative platform: Boring numbers made playful. Agency: AMV BBDO | CD: Graham Jenks | Director: Richard Hunter | Role: Senior Creative / AD

1. A live-streamed weekly bingo show, in which Ainsley conducts energy consuming activities. 2. The cost of each activity is shown in pence on a smartmeter. 3. That number is the next bingo number. 4. Anyone can play but smartmeter owners will win the bigger prizes.

With 6 episode released over 6 weeks the millennials was exposed to 24 min of smartmeter advertising which gave them plenty of time to order one themself.