With one month to go before the Olympic Games, EDF launches a new European campaign called ‘Helping London 2012 shine brighter. EDF powering the Games’.
Working with agency CLM BBDO, the new initiative is spearheaded by a humorous TV and cinema spot (in both 30- and 45-second versions) which revolves around Team EDF athlete ambassadors (such as Victoria Pendleton) and EDF engineers testing Games facilities.
Perhaps the major part of this new activation from the official partner and electricity supplier for the Olympic and Paralympic Games is a mammoth traditional outdoor and press campaign with 10 different creative executions showcasing the Team EDF athletes competing at London 2012.
The multi-million pound campaign, with UK media buying by MPG Media Contacts, launches in the UK on 26 June (starting with the heavyweight 12-week poster outdoor push) and across the continent from 6 July.
The UK strand of the outdoor campaign primarily targets international visitors through ad ‘takeovers’ of major London transport hubs such as London City Airport, King’s Cross St Pancras mainline station and both Waterloo and Westminster underground stations.
Indeed, the Westminster takeover (pictured here) is, according to the brand and TFL, the largest brand presence in the tube station’s history.
It includes ads on the Jubilee line platform aimed at consumers travelling to the Olympic Park in Stratford (East London) and focuses on 36 athletes from Team EDF including Pendleton and swimmer Eleanor Simmonds.
The objective, according to EDF London 2012 programme director Gareth Wynn, is to ‘ensure that those attending the Games ‘leave in the knowledge that EDF is proud to be powering London 2012’.
The main spot can also be found on the brand’s central website, along with profiles of how EDF has supported its Team EDF athlete-ambassadors in the lead up to the game and a set of games called ‘Light Games’. These online games challenge viewers to try and beat the Team EDF athletes and challenge their own friends to win medals in sports such as kayaking, swimming, fencing, archery and cycling.
EDF, the UK’s largest electricity producer, has a French-owned parent company and was an original backer for the Paris bid for the 2012 Games. However, it switched allegiance to the winning London bid to demonstrate its commitment to the UK market and its local country legitimacy and accordingly it will be supplying carbon-free electricity for the London Games.
Before this international campaign, EDF’s most recent London 2012 activation was based around its ‘Thank You Rewards’ loyalty scheme and included multi-channel creative featuring its new ‘orange blob’ brand character (see previous case study) and its earlier Team Green Britain campaign (see previous case study).
Other London-relevant sponsorship initiatives that will be utilised during the Games include sponsorship deals which saw the brand light up two of London’s iconic landmarks, the London Eye and Tower Bridge.