EDF 2012 ‘Thank Yous’: Deflecting Cost Criticism?


EDF Energy, a London 2012 Tier One domestic sponsor and LOCOG’s sustainability partner, has launched a new ‘Thank yous’ initiative – the latest phase of its Olympic sponsorship work.


Effectively the utilities brand is opening up a monthly prize draw offering prizes including VIP tickets to the Olympics games. The strategy is an all-inclusive existing clients one that offers all EDF customers the chance to win tickets and other related prizes and gifts.


‘Thank yous’ will see every customer being sent a membership card featuring a personalised code that can be entered into a bespoke campaign microsite each month thus giving that customer a chance to win a prize.


Dual fuel customers are offered the chance of entering this draw twice a month


In addition to tickets to some of the Games’ flagship events and showpiece finals, the competition offers a range of other prizes such as trips on the EDF-sponsored London Eye accompanied by Olympic gold medal-winning rower James Cracknell, a £10,000 energy efficiency home-makeover, family days out, two-for-one offers, high-street discount vouchers, and London 2012 merchandise.


EDF is promoting the campaign with TV work (from AMV BBDO) that includes creative featuring everyday people parodying Olympians winning gold), as well as web, digital, email elements and bill inserts (from Archibald Ingall Stretton).




The launch PR for this latest phase of EDF’s London 2012 activation is timely as it coincides with mid October news stories about record prices and high profits in the UK energy/utilities sector.


During mid October (as the winter approaches), a significant number of customers, lobby groups and politicians, as well as the industry regulator have criticised the leading industry companies for increasing prices (which some claim are ‘rigged’) despite posting improved profits.


Perhaps EDF hopes that the launch of ‘Thank Yous’ will help combat growing public disenchantment.







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