Cannes Lions

ENERGY PROVIDER

MPG, London / EDF / 2010

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Overview

Entries

Credits

Overview

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 onlineInitiatives 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

Outcome

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)

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