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OVO were conscious that their many efforts to get customers on the smart metre hype were failing. My task was to change that.

First starting with audience motivations, I worked out that it’s nothing to do with customers not wanting to save money or get financial clarity, it’s down to laziness!

By testing different email formats and messaging hierarchies, we began to see an increase in the number of those installing smart metres at home. All it took was for OVO to stop using overly complicated language and actually spell out the benefits of smarter energy.

Who’d have thought?

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