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 Special Events and Stunt/Live Advertising
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
Behavioural movement drove awareness, mass involvement and brand health indicators rose: • 50% awareness of GBD (ICM/MORI) • Most recalled London 2012 sponsor • 710,000 members of Team Green Britain by end 2009 • 975 grassroots events • 500 free PR articles valued at £3.3MM • 7,000 attended Heart FM events • 6,000 employees involved • 3rd most viewed European Facebook • Support from 5 Olympic medalists, London Mayor, Prince of Wales and House of Parliament • 28% lift in spontaneous brand awareness; 3% uplift in customer loyalty/brand advocacy; + 21% on 'Lead the way in Green Energy' (Synovate)

Creative Execution
An emotive : 60” epic film (TV, Online) announced GBD inaugural day and launched the key campaign visual, a Green Union Jack symbolising the nation working towards one common goal. For weeks, the Flag was teased (TV Blipverts, newspapers, taxis, digital posters). Media-first partnerships: • Jeeves wore a Green Flag suit on www.askjeeves.com • Facebook group, with banners served to friends of joiners • Metro newspaper went Green- masthead included! • Kids swap unwanted toys online Initiatives drove to www.teamgreenbritain.org, highlighting ways to develop ‘lower carbon lifestyles’ across five teams; food, consumption, travel, energy and lifestyle and engage joiners in an eCRM programme to change behaviour. On GBD, 975 nationwide grass-root events took place with EDF ambassadors and astounding PR: • Kids Green Feet Pledge • Heart FM swap-shop events, home-grown food, bike riding • Concert supporting Prince’s Rainforests Project • EDF employees engaged in car-sharing, walks, recycling and swap shops

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.