EDF Energy, Social Media Light Show, Team Durex, Havas Media London
EDF Energy has been a plucky, striving brand in the unloved utilities category for a number of years. Not only do consumers like to spend as little time as possible thinking about energy, but competitors outspent EDF 2:1. As the first sustainability partner of London 2012, EDF Energy powered the games and the Olympic stadium with low carbon energy. With all eyes on London during the Olympics, EDF used the city’s iconic skyline as a platform to tell its story and increase awareness. It started by powering the iconic London Eye with low carbon energy which allowed EDF Energy to communicate and demonstrate their vision of a low carbon London to Britain and the world.
To amplify this experience, the brand worked with a group of MIT graduates to develop an algorithm that extracted the real time live conversations on Twitter and analyzed the positive and negative language sentiment. The highs, lows, triumphs, disappointments of Team GB medal success were turned into a unique lightshow every night on the EDF Energy London Eye. Immediately after implementation, EDF Energy’s London Eye saved 25% carbon emissions by using low carbon electricity and became a living emblem of inspiration for Britain. It was such a hit that EDF’s low carbon skyline now includes Tower Bridge, Tate Modern, City Hall and the newest icon, the Olympic Stadium. Despite being outspent by other sponsors, brand tracking confirmed that EDF Energy was the number one domestic sponsor associated with the Games for four months in a row.