GREEN BRITAIN DAY by Euro Rscg London for Edf

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GREEN BRITAIN DAY

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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 Online Advertising
Advertiser: EDF ENERGY
Product/Service: ENERGY PROVIDER
Agency: EURO RSCG
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
Drove awareness, mass involvement and brand health indicators rose: • 50% awareness of GBD (ICM/MORI) • 710,000 members of TGB by end 2009 • 975 grass-roots events • 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' (Synovate) • 6,000 employees involved • 500 free PR articles valued at £3.3m • Online uplifts across all brand metrics (Nurago) • 3rd most-viewed European Facebook page • Online buzz increased 400% (Nielsen) • 50,000 'swapit' parcels sent • 10,000 downloaded ask.com skin

Creative Execution
Online media; included search, display, partnerships and social; drove to www.teamgreenbritain.org, which highlights ways to develop ‘lower carbon lifestyles’ across five teams; food, consumption, travel, energy and lifestyle. Two partnerships stand out: First ever partnership with Ask.com - the search engine who use Jeeves – their brand icon ‘butler’ to direct search queries. In honour of GBD, EDF Energy arranged for Jeeves to wear a suit made of the campaign visual, a Green Union Jack; sponsored the question of the day ‘How can we work together to make Britain Greener’ and allowed users to download the flag as a ‘skin’. Another first with Swapitshop; a kids’ swapping site where kids earn points for swapping unwanted toys. We gave out free points for any kid signing up their parents to TGB, had a ‘Swapit’ frenzy on ‘green’ products such as solar-powered iPod chargers and sent out all swaps in flag packaging.

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.