Smart Energy

Smart Renter - April 2021

Live Content

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The Brief

There’s a common misconception that renters don’t have a choice over whether they get a smart metre installed – and it’s time that we changed that. Targeting London’s private renter audience to let them know that they can get a smart metre installed was central to this campaign – which is how the ‘Smart Renter’ narrative was born. This campaign gave renters the information they needed to live a smarter life, both in terms of eliminating shock-horror utility spendage, but also by doing their bit for the environment and being aware of their rights as renters. 

 

The insight

It’s no secret that renters across the city lack a sense of control when it comes to their humble abode. Squeaky stairs, leaky faucets, growing bills and lucrative landlords - and with renter rules changing all the time it can be hard to know what's what!

 

We wanted to educate our environmentally savvy audience (who also happen to be 142% more likely than average to live in a rented property) about renters rights, smart metre benefits and general how-to's - empowering them to adopt healthy home habits to lead a smarter life. 

 

What we did 

We brought our Smart Renter campaign to life across Time Out's print, digital and social portfolio. We built an interactive digital house allowing users to click through each room to  discover unusual ways to maximise renter life and published relatable, funny, informative and myth-busting articles that gave our renter audience a helping hand on how to save money, the environment, and even their relationships with flatmates. We gave step-by-step insight into exactly how Smart Meters work and how to get one – but also went much further to reach our audience and keep them entertained and engaged. Bet you never considered energy-efficient meals to be a thing huh?