Energy supplier EDF has joined forces with Lucky Generals to launch a new brand platform, backed by a multi-million pound media plan from long-term partner Havas Media UK.
Titled ‘Change is in our power’, the fresh platform brings EDF’s messaging to life.
At its centre is a 60-second spot which centres a nine-year-old guitar prodigy playing Helicopter by Bloc Party – representing the customer calling for change – and is interspersed with cuts of EDF’s current work to create a better UK energy system.
The hero film will be aired during ITV’s Coronation Street, with further messaging across Channel 4 and Sky, as well as a sponsorship deal with ‘The Rest Is Politics’ podcast.
As part of its intelligently targeted and sustainable media plan, EDF will harness Havas Media Network’s marketing engagement platform Converged to optimise digital buying. It will also use AI tech, Nielsen data and survey data to reach an engaged audience.
EDF senior brand manager Nicola Collins said: “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.”
She added that the business is “putting customers at the heart” of its business following the migration to a “new retail operating model”.
“This brand platform and campaign created by Lucky Generals gives us the perfect basis to launch this from,” she continued.
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EDF appointed Lucky Generals and Tinman as its agencies following a competitive pitch process earlier this year.
Limiting the campaign’s carbon footprint, the multi-format out-of-home nationwide campaign will use Clear Channel’s Adshel Live locations (which use 50% less energy), as well as electric taxi ads and electric vehicle charging points.
The plan also harnesses platforms including Spotify, GoodLoop and Sky.
“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,” said Lucky Generals CEO Cressida Holmes-Smith.
“We are delighted that this new platform demonstrates how EDF works differently, putting the customer first and making a genuine, lasting difference.”
Havas Media UK managing partner Charlotte Steel added: “As we embark on another successful year of supporting EDF in its transformation to shake up the energy system, we are thrilled to elevate our partnership with this exciting brief.”
She added that the team has harnessed insights from “previous campaign work through its carbon calculator.
“Via the new brand platform, our people-first media approach will empower EDF to accelerate its sustainability efforts by precisely targeting green audiences at the most impactful moments.”
