How far can 10p go?

Moving millennials to action

Smart meter uptake is low amongst millennials, who are apathetic to energy conservation and their own usage.  Our challenge was to engage this audience on the not so glamorous, but highly useful topic of energy usage, to drive uptake in smart meters.

The Insight

Millennials have many passion points that provide the opportunity to talk to them about the energy usage needed to power these pastimes.

The Big Idea

Building on Smart Energy’s ‘Power of 10p’ concept, Hearst devised unique content activations to tangibly challenge millennials in their understanding of how far 10p goes and persuade them of the value of a smart meter. These were brought to life through the passions of Cosmopolitan, Men's Health and Digital Spy audiences.

The campaign was a resounding success, winning 'Best Branded Content' and 'Client of the Year' at the Magnetic Spotlight Awards 2018.


  • Men
  • Millennials
  • Women
  • Finance
  • Homes
  • Lifestyle
  • Advertising
  • Branded content
  • Data & Insight
  • Cosmopolitan
  • Digital Spy
  • Men's Health

Smart Energy says

We needed a content strand that would bring to life not what smart meters are, but what they can do[…] and a media partner that could reach different groups of young people around different passion points. Hearst provided us with both.

Gavin Sheppard, Director of Marketing at Smart Energy GB

The Results

4 minutes

dwell time: 2.7 times higher than the benchmark


took direct action


contacted their energy supplier about a smart meter installation