The chance to use an iconic landmark to illustrate an environmental message doesn’t come along very often. At the start of 2011, EDF Energy wanted to make the most of its new sponsorship of the London Eye, the 135m observation wheel on the River Thames that is one of Britain’s most popular tourist attractions.EDF Energy, part of the Europe-wide EDF Group, produces around one-fifth of the UK’s electricity, supplying more than 5.5 million business and residential customers. The company is committed to inspiring Brits to adopt a low carbon lifestyle.EDF Energy’s PR team came up with the idea of lighting up the wheel for a low carbon ‘sunrise before daybreak’, and worked with logistics specialists to light up the London Eye using as little energy as possible. Just before dawn on 25 January, the display was switched on and the London Eye was transformed into a glowing ‘sunrise’ visible across the city. Celebrity and Olympic ambassadors supported the launch.It was a true water cooler moment: the team created a stunning, symbolic image that captured the public and the media’s imagination and showcased the London Eye as an icon of a sustainable future enabled by low carbon power.

• The display was created using energy-efficient discharge searchlights, only using 270kWh of electricity - the annual consumption of an energy-efficient freezer.• The results of a survey that found consumers take sustainability most seriously when they are moving home or becoming parents were sold in to newsdesks.• Just before dawn on 25 January, the display was launched by celebrity mum Myleene Klass and the London Eye was transformed into a 'sunrise'.• ITV breakfast show Daybreak filmed a live weather segment during the display. Capital FM ran live commentary. London’s Metro newspaper carried a 'sunrise' wrap.• Proximity advertising in Waterloo train station was negotiated by a media buying agency with creatives by an advertising agency.• Myleene, Paralympic rower Tom Aggar and an EDF Energy director carried out numerous radio interviews.• B-roll with top green tips was posted on YouTube with time-lapse footage of the stunt.

The campaign was a true water-cooler moment, delivering acres of coverage. It raised awareness of the partnership while communicating EDF Energy’s drive to inspire consumers to embrace a low carbon lifestyle:• 40 press photographers and camera crews attended the display• Broadcast coverage on ITN’s London Tonight and ITV breakfast show Daybreak• 315 pieces of print, media and online coverage (27 national print, 80 radio)• Image was splashed across London’s Evening Standard and Metro newspapers, and national newspapers including the concise version of the Independent, the Daily Star, and the Scotsman• 391 social media mentions on Twitter, Facebook, YouTube and blogs (215 on launch day).• 97% of coverage featured a key message. After ‘EDF Energy London Eye’ name-checks, 63% referred to ‘Inspiring people to take action against climate change’ (source: Kantar Media Precis)• The campaign delivered £615,000 AVE and 53m cumulative reach/OTS.