Edf Case study EDF Energy of the Nation [video] by Ignite

Adsarchive » Case study » Edf » EDF Energy of the Nation [video]

EDF Energy of the Nation [video]

Pin to Collection
Add a note
Industry Energy & Water Utilities
Media Case study
Market United Kingdom
Agency Ignite
Service Agency MPG Media Contacts
Released May 2012

Awards

Cristal Awards 2012
Media Cristal SERVICE (OTHER THAN FINANCIAL) SAPPHIRE (SILVER)

Credits & Description

Advertiser: EDF ENERGY
Agency: IGNITE
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: ENERGY OF THE NATION
Head Of Brand: Cam Hughes (EDF Energy)
Brand Manager: Hilary Walkman (EDF Energy)
Head Of Production: Mark Bustard (Ignite)
Planning Director: Suzi Black (Havas Media)
Head Of Strategy: Kate Cox (Havas Media)
PR Director: Josie Stevens (Weber Shandwick)
Digital Planner: Liz Edmonds (Havas Media)
Brand Director: Rob Merrington (EDF Energy)
Strategy
EDF Energy powered London 2012, including the iconic Olympic stadium, with low-carbon electricity demonstrating how emission savings are possible.When a nation gets excited about sport, energy companies can directly correlate usage surges in the National Grid after a nail-biting sporting event. We know that social media usage increases after the games and during the commercial breaks. Working with a group of MIT graduates we developed an algorithm that extracted real-time live conversations on Twitter and analysed their positive and negative sentiments. We decided to make the happiness flowing through Twittersphere visible to the rest of the UK. We powered the landmark London Eye with low-carbon energy through EDF Energy to put on a stunning lightshow. The more medals Team GB won, the more happiness was shared on Twitter and the London Eye was lit up in sync to showcase the joy for all to see.
Execution
Media investment amplified this content across the country to ensure national impact from this eye-catching idea:• A user-friendly digital hub featuring an interactive energy map enabled users to contribute their energy to the Twitter sentiments and pinpointed the UK locations recording the highest positive energy levels. • This idea was extended to Facebook and mobile apps where people were asked to rate their ‘Energy Levels’ that then powered the lightshow. • A fully digital interactive ‘Mission Control’ installation was built on a platform in the Thames housing a giant UK energy map through which people were asked to contribute their energy to the project.•An offline partnership with the Daily Mail included daily updates based on Twitter analysis, front page competitions to link EDF Energy with the low-carbon, Olympic vision, live online-streaming of the lightshow, Olympic channel sponsorship and editorial integration in national and regional titles following the nationwide torch relay.
Effectiveness
EDF_Energy was the no.1 domestic sponsor associated with the Games (Ipsos Sep’12). In Nielsen chart (Sep ’12) EDF Energy finished as the 3rd domestic sponsor with 30%, behind Sainsburys (35%) and BT (31%). 6.5m Tweets were analysed to create the light show.+ 8% more likely to agree that EDF Energy is environmentally responsible.11% of non-customer London Eye visitors were likely to switch to EDF Energy – 190,000 potential extra customers/year (Synovate). PR reached 140m+ from 277 pieces of coverage across the world (including 2hrs, 16mins of broadcasting). EDF’s low-carbon skyline now includes TowerBridge, Tate-Modern and City Hall.