Purpose Awards EMEA 2020: Best use of Technology


Purpose Awards EMEA 2020: Best use of Technology

Winner: Travel to 2050 by AMVBBDO for Smart Energy GB & National Trust

This campaign aimed to encourage more over-65s to accept smart meters in their home - that age group had been more resistant than most. A partnership was struck with The National Trust, which has more than one million members of that demographic and had committed to installing smart meters.

The result was ‘Travel to 2050’: a high-tech, immersive, multimedia time travel experience within three 20-foot-long mirrored 'time machines', which stopped at six National Trust sites in areas of high smart meter rejection.

Using AI voice and a digital hand scanner, visitors ‘travelled through time’ using a mixture of augmented reality technology, 3D sound design, CGI and LED light design.

Each machine showed what various National Trust sites could look like if left unprotected from climate change, alongside a more positive depiction of 2050 if people acted, such as by getting a smart meter.

The results exceeded targets. Almost 30 per cent of visitors completed the experience and interacted with 'brand ambassadors' afterwards. Of those who did, the proportion saying they would definitely seek or accept a smart meter jumped 50 per cent.

Following the campaign, there was an 18 per cent increase in those aged 65 and above "seeking" or "accepting" a smart meter.

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