1. BAUER MEDIA EDUCATED AUDIENCES
SMART ENERGY WITH TAKE A BREAK, THAT’S LIFE & TV CHOICE
BAUER MEDIA EDUCATED AUDIENCES

2. TAKE THE POWER BACK THE CHALLENGE THE INSIGHT THE IDEA
Smart Energy Meters had seen low adoption amongst low-income households which are more affected by increases in the cost of living and could benefit from ways to help manage their utility bills. Smart Energy knew they could help these audiences take back control of their finances.
THE INSIGHT
From our insight panel, we know that readers responded best to content based on relatable stories, so we ensured this remained central to the campaign. ‘Take the Power Back’ was executed in Take a Break, That’s Life! and TV Choice.
THE IDEA
Our campaign ‘Take The Power Back’ created relatable editorial-led content that was designed to inspire our readers to take control of their energy consumption.

4. RESULTS 15% 46% 2.8m HAVE REQUESTED
A SMART METER FROM THEIR SUPPLIER/LANDLORD
46%
WOULD RECOMMEND TO A FRIEND
2.8m
PRINT REACH
READERS FOUND THE CAMPAIGN INTERESTING, INFORMATIVE AND
RELEVANT TO THEM

5. BAUER IMPACT & INFLUENCE
EDUCATED AUDIENCES
CHANGE IN OPINION
DROVE ACTION
Nearly two-fifths of the audience have taken action as a result of seeing the campaign, rising to over half of those from low income households.
The campaign also led to a 33% increase in the audience believing that a Smart Meter can make budgeting easier.
52% of low income households
took action