Smart electricity meters and home displays are being installed in people’s homes with the assumption that households will make the necessary efforts to reduce their electricity consumption. However, present solutions do not sufficiently account for the social implications of design. There is a potential for greater savings if we can better understand how such designs affect behaviour. In this paper, we describe our design of an energy awareness artefact – the Energy AWARE Clock – and discuss it in relation to behavioural processes in the home. A user study is carried out to study the deployment of the prototype in real domestic contexts for three months. Results indicate that the Energy AWARE Clock played a significant role in drawing households’ attention to their electricity use. It became a natural part of the household and conceptions of electricity became naturalized into informants’ everyday language.