The challenges for Smart Energy, the body encouraging rollout of smart energy meters, included the lack of a direct route to customers and a sceptical media. This paper describes how communications were developed to encourage consumers to say yes to having a smart meter installed. Initial messages focused on the increased control afforded by smart meters. Later campaigns focused on the advantages of lower bills and the environmental benefits of an upgraded energy system. TV, print, outdoor and social were among channels used. This paper calculates that marketing drove an incremental 2.9m installations in 2015-19, generating £1.3bn of value and a return of £11.40 for every £1 invested.