The UK’s is preparing to launch a big-budget five-year marketing campaign for smart metering, the biggest such government-backed customer awareness campaign since the country’s switch to digital TV in 2012, Marketing Week reports.

UK’s Smart Meter Central Delivery Body (SMCDB) is looking for media agencies to create a new brand identity and positioning for smart meters in a bid to meet the government’s roll out deadline of 2020.

SMCDB, which was set up by government and funded by the energy sector, has put out a GBP 85 million brief for a multi-channel campaign that will be delivered across the country later this year.

The message is likely to promote how the technology can help customers cut energy bills as well as how it allows suppliers to deal more efficiently with outages.

Energy companies will contribute to the language and themes of the campaign although it is unlikely any will actually appear in the advertisements, the trade newspaper reports.

Sacha Deshmukh, chief executive of SMCDB, says: “Our nationwide campaign on the benefits of smart meters will transform the relationship between UK consumers and energy companies.

“We’re gearing up for an innovative campaign that will capture the attention of every British consumer and put them back in the driving seat.”