Smart Energy is an independent organisation, created by government, to develop one of the largest national behaviour change campaigns Great Britain has ever seen. AMV BBDO was appointed in 2014 as the launch agency and founding partner meaning we had to create the whole brand across all the touchpoints.

By the end of 2020, around 53 million smart meters will be fitted in over 27 million premises across Great Britain. This digital upgrade is one of the biggest infrastructure projects of our lifetimes: it will empower consumers and enable a more energy efficient system for Great Britain. 

With the campaign fully underway in paid-for and earned channels across the country, consumer awareness and engagement with smart meters is increasing rapidly. Smart Energy GB’s digital presence is the key to ensuring everyone in Great Britain understands smart meters, the rollout and so they know how to get one. Smart Energy GB needed a web platform and partner which could help them realise their goal of delivering a high impact digital experience.


The design style was created to allow users to gain the most from short, medium or long visits to the site. The homepage became the place for the most important questions to be answered easily without needing to see any more details. If the user wanted more there were clear CTAs directing them through to more detailed responses. The colour coding of the pages made it easy to distinguish between the sections. The site was also built as a series of modules so the design allowed for different elements to be added or taken away, whilst keeping the overall balance of the page layouts.

To future proof the digital platform we decided to use Sitecore as the CMS. As we were effectively targeting every household in the country we spent particular attention and focus on the User Experience, layering a welcoming and dynamic design on top. As the site is information heavy we paid particular attention on information architecture to deliver the simplest user journeys possible.


With our technical partner we delivered the new fully responsive website, on time and within budget in just three months. We have also ensured the solution is scalable, giving Smart Energy GB the knowledge and tools to adjust the site in accordance with the changing requirements of their five year campaign. As the campaign continues, digital is going to become increasingly important in helping people to benefit from smart meters, giving them the ability to use the new technology in their own homes and keep their gas and electricity under control.

The website will continue to grow and we are already building a new interactive area with extra functionality.