A child prodigy playing Helicopter by Bloc Party on an electric guitar is interspersed with scenes of the work that UK energy provider, EDF, is doing to create a better UK energy system. The unexpected juxtaposition makes its audience people stop and think. The boy represents UK customer’s calling for change.
The 60-second spot is the hero commercial in EDF’s new campaign, Change is in our Power, by Lucky Generals. The new brand platform and sustainable media campaign targets everyday Brits, stakeholders and decision-makers, with media by Havas Media UK.
The platform and campaign, EDF’s biggest ever, have been created to inspire pride in EDF’s people, preference in customers and trust amongst stakeholders.
Change is in our Power states EDF’s mission to make a significant impact from putting spades in the ground to help build the new zero-carbon generation Britain needs to investing in better customer service and driving down prices.
The media campaign launched with the hero commercial during ITV’s Coronation Street, followed by tentpole programming on C4 and Sky over the launch week and a partnership with Spotify and Goalhanger’s The Rest Is Politics podcast. EDF will also harness Havas Media Network’s marketing engagement platform, Converged, to optimise digital buying and advanced targeting using a combination of AI tech, Nielsen data and survey data to reach an engaged audience.
The UK-wide multi-format OOH campaign includes Clear Channel’s Adshel Live locations which use 50% less energy, electric taxi ads and electric vehicle charging point locations for contextual targeting to reduce the campaign’s carbon footprint. The media plan also harnesses eco-friendly partners, including Spotify, GoodLoop, ClearChannel and Sky.
Nicola Collins, senior manager, brand at EDF, stated, “This platform shows we are taking action to change the energy system, from investing in Net Zero home technologies, building infrastructure and being the largest generator of electricity. We are putting our customers at the heart of our business following the migration to our new retail operating model. This is an invitation to join us as we come together to create something better. This brand platform and campaign created by Lucky Generals gives us the perfect basis to launch this from.”
Cressida Holmes-Smith, CEO at Lucky Generals, added, “Consumers are rightly frustrated and angry at the way the majority of energy firms are operating, whether it’s their bills, the ways the companies work or the effects on the environment. We are delighted that this new platform demonstrates how EDF works differently, putting the customer first and making a genuine, lasting difference.”
Credits:
Client: EDF
Client Team Diana Bowden, Nicola Collins, Claire Brunel, Nahida Usha, Jack Benton
Creative Agency: Lucky Generals
Media Agency: Havas
Production Company (film): Anonymous Content
Director: thirtytwo
Producer (Film): George Saunders
DoP: David Foulkes
Editor: Sam Rice Edwards @ Assembly Rooms
Post-production: Black Kite
Sound: Sam Ashwell @ 750
Colourist: Tom Mangham
Photographer: Alex de Mora
Stills Production Company: Twin Productions
Stills Producer: Laura Wright
