EDF Energy – Green Britain Day

Challenge: EDF Energy, the first sustainability partner of London 2012, wanted to harness the “Power of Collective Action” making Britain greener by the time the Olympic Games arrive in 2012.

Overview:

- EDF Energy – Green Britain Day
- MPG, Media Contacts, Cake, archibald ingall stretton, Euro RSCG UK

Awards:

- Internationalist Awards for Media Innovation – Gold
- Festival of Media – Winner, Best Event Activation
- Media Week Awards – Gold, Best Media Idea (over £1m)

Strategy:

We launched Green Britain Day, a movement encouraging people to “do something green” for the team. A multimedia campaign and webplatform – TeamGreenBritain.org – rallied people to join like minded communities and 975 green events nationwide.

Results:

- 50% GBD awareness
- Most recalled Sponsor of London 2012
- +28% spontaneous brand awareness
- +3% on brand perception and advocacy
- +21% on ‘Lead the way in Green Energy’
- +18% on ‘Environmentally responsible’
- + 10% on ‘Offers Great Deals’
- 700,000 team members
- 800 schools involved
- 12,000 event attendants
- 155 office events with employees
- 3rd most visited Facebook group in Europe
- Free editorial valued £2.6m