Fabienne Méric
Agency Producer at La Maison de la Radio
Puteaux, Frankreich
Kampagne Actions Program E=less CO2 - EDF
Werbende EDF
Marke EDF
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Firmens-/Institutionnelle Kommunikation
Slogan The future is an every day choice. Make the choice of energy power which ensure the progress of coming generations.
Slogan (Originalsprache) L'avenir est un choix de tous les jours
Story EDF is the leading electricity provider in France and is the lowest level of CO2 producer among energy suppliers, thanks to its long term commitment to nuclear energy too.
Since 2006, Euro RSCG C&O is helping EDF to look at the future and become the best partner to take up new energy challenges: environmental concerns and market deregulation.

Philosophie In order to help EDF to take up these challenges, Euro RSCG C&O developed a new strategy with a new brand positioning:

The future, it’s in the choices we make everyday

EDF, with its long lasting investment in nuclear and other renewable energies, as well as the launch of “quality of life” products and services, is answering to these questions, is acting as the leader of energy market and is offering a new collective and personal relationship to the energy:
- Collective dimension: to reveal and legitimate the industrial and strategic choices of EDF in order to answer to the collective demand of energy control
- Individual dimension : to provide everyone with pragmatic mean and solutions to enable each client to make his own energetic choice

Problem Problem to solve
EDF has to face at the same time the market deregulation (from regulated monopoly to free competition on the 1st of July) and tomorrow’s energy issues (end of petroleum, growing of renewable energies). Public opinion is worrying about global warming and the growing scarcity of fossil energy. That’s why the main objectives of this campaign were to:
- keep a reliable relation between EDF and its customers
- load and take advantage of new competition rules

Ergebnis • Corporate image:
- EDF is the 7th most admired company in France in 2007. More than 75% of French people have a good image of EDF
Source: Corporate Reputation Study - Posternak Margerit – 2007
- EDF is recognized as the most “healthy” brand / most contributing to health in France, except pharmaceutical companies.
Source : La Tribune – Health Corporate Reputation – 2007

• Advertising campaign:
- After seeing the corporate campaign, more than 2/3rd of French people say that they want to choose EDF although the prices are higher (+20 %).
- 76% of French people say that EDF listen to customers expectations.
- Around 80% consider EDF to be a responsible firm and a brand on which customers can rely (+13%).
Source : Post test on EDF advertising campaign - 1st semester 2007 – LH2 (May 2007)

Medientyp Außenwerbung
Markt Frankreich
Leiter der Werbeabteilung
Creative Director
Creative Director
Art Director

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