Challenge

We're creating a completely new category - helping people get a better deal with their existing energy supplier rather than just switching to a new one. How can we communicate this complex message in a simple way?

Thinking

Taking the functional dial on the IMBF website and turning it into a charming brand character, the IsMyBillFair-ometer. Voiced by Richard Osman, the nation's favourite, for instant trust.

Idea

All you have to do is ask - is my bill fair?

Impact

Over 4m people have now asked the IsMyBillFair-ometer to check their energy bill. Campaign extended from single region test to national push with additional bursts.