Challenge

To start a mass behavioural change movement to reduce Great Britain’s carbon footprint in order to promote EDF Energy as the lowest carbon generator of electricity in the country.

Solution

We launched Green Britain Day, a day to inspire and start the movement in conjunction with London 2012. Our idea was to launch as if it were an epic movie premiere in order to create excitement and inspiration to join the movement.

Integrated across advertising: TV blipverts, digital posters and press to drive awareness of the Green Union Flag as a key visual. Epic 60" TV and online video to inspire and create excitement about the day.

Results

Almost 50% awareness of the campaign, huge increases in EDF Energy brand metrics, London 2012 sponsorship and ‘sustainability' record.

 

We are awaiting the second year results which are due in the next couple of months.