Why estimate when you can be accurate?
AMV BBDO / Smart Energy GB
2016/17
We created an online series of hidden-camera and humorous sketch-style films that drew parallels with areas of life in which the public expect accuracy. After inviting the viewer to imagine a world run on estimation, we landed the solution – ‘Smart meters are coming, an end to estimated energy bills’.
This suite of films allowed us to appeal to a broad range of demographics and maintain relevance by audience targeting both by segment and by theme. As well as optimising the film content for different social channels, we developed other bespoke supporting social assets (both planned and reactive) supporting ‘#whyestimate’, responding to moments in the cultural calendar like the general election.
‘Estimation Nation’ was awarded at the Campaign Big Awards and at the British Arrows winning a silver for best new advertiser to TV for Smart Energy GB and a Bronze for best web-based series.