Edf Promo, Case study GREEN BRITAIN DAY by Euro Rscg London

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market United Kingdom
Agency Euro Rscg London
Released June 2009

Credits & Description

Category: Best Use of Radio
Advertiser: EDF ENERGY
Product/Service: ENERGY PROVIDER
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: MPG, London, UNITED KINGDOM
Business Director: Kelly Parker (MPG & Media Contacts)
Account Director: Shamista Rajaratnam (MPG & Media Contacts)
Head of Creative Communications: Kate Cox (MPG & Media Contacts)
Account Manager: Tristan Ray (MPG & Media Contacts)
Head of Account Management: Gareth Davies (Euro RSCG)
Client Services Director: Chris Jones (archibald ingall stretton...)
Strategist: Sarah Stratford (archibald ingall stretton...)
Associate Director of Live Team: Clive Little (Cake/Havas Sports & Entertainment)
Account Director: Lynn Brown (Lexis PR)
Managing Partner Strategy: Dan Hagen (MPG & Media Contacts)
Managing Partner Marketing: Emma Thwaite (MPG & Media Contacts)
Marketing Manager: Rebecca McCormick (MPG & Media Contacts)
Account Director: Lindsay Fenwick (Euro RSCG)
Media placement: TV - ITV, CH4, CH5, MCH - 8 June 2009
Media placement: Press - Times,SunTimes,Telegraph,SunTelegraph,Independent,OS,Guardian,Observer,DailyMail - 29 June 2009
Media placement: Press - Daily Mirror (7 July 2009), Metro (10 July 2009) - 7 July 2009
Media placement: Radio - Heart & Real Radio - 17 June 2009
Media placement: Online - YouTube (8June),U Target (8June),E Type (8June), Facebook(15June), Networks (22J - 8 June 2009
Media placement: Online - Swap It Shop (6 July 2009), Ask Jeeves (10 July 2009) - 6 July 2009
Media placement: OOH - Transvisions & 48 Sheets - 8 June 2009
Media placement: OOH - 48 Sheets - 15 June 2009
Media placement: OOH - Taxis - 29 June 2009
Media placement: OOH - 49 Sheets And Crosstracks - 29 June 2009

Results and Effectiveness
Behavioral movement drove awareness, mass involvement and brand health indicators rose: • 50% awareness of GBD (Source: ICM/MORI) • 710,000 members of TGB by end 2009 • 975 grass-roots events • 3rd most-viewed European Facebook page • Support from 5 Olympic medalists, London Mayor, Prince of Wales and House of Parliament • Most recalled London 2012 sponsor • + 21% uplift on 'Lead Green Energy' Brand KPI (Source Synovate) • 6,000 employees involved • 500 free PR articles valued at £3.3MM Radio Specific Results: • 7,000 attended events • Online radio activity delivered 60% of all online signups

Creative Execution
Radio was imperative to the success of this campaign as it localised the initiative at a community level. We developed partnerships with stations nationally who organised events to promote a lower-carbon lifestyle on GBD featuring activities on low-carbon transport, swapping clothes not buying new and promoting homegrown food. Radio presenters cycled to work for the week and blogged about cycling’s benefits for a greener lifestyle. Our Olympic ambassadors donated items to the ‘swap shop’ at the events and attended across the country alongside radio listeners, presenters and employees. We developed ‘radvertorials’ promoting greener lifestyles with athletes and radio presenters. We held a competition for employees to launch the initiative and feature in this campaign. We ran competitions to win a trip to the Eden project (sustainable attraction) and organised a Paul Weller concert there on GBD. We promoted this online and via the radio eCRM programme.

Insights, Strategy & the Idea
Our brief and strategy were huge: to start a mass movement to reduce Great Britain's carbon footprint by the London 2012 Olympic Games. The initiative was designed to drive brand visibility, reinforce EDF Energy’s credentials as the largest generator of low carbon electricity in Britain and amplify EDF’s sponsorship of the London 2012 games. Through a highly visible advertising campaign; first of a kind media partnerships; high-impact PR; celebrity and high-profile political endorsements; employee and community events reaching thousands of staff, school kids and parents; EDF Energy’s Green Britain Day (10.07.09) successfully kick started a sustained campaign to engage and help people come together and join Team Green Britain. TGB is a joint initiative from EDF with Eden Project, Global Action Plan and LOCOG that has over 710,000 members. Founded on the insight that behaviour change is easier together, it aims to change the way people consume energy.