Lucky Generals tunes up EDF's biggest ever campaign

EDF is launching a new brand platform called “Change is in our Power”, designed to inspire pride in its people, preference in customers and trust among stakeholders and all backed by its biggest advertising campaign to date.

Created by Lucky Generals with media by Havas Media UK, the activity aims to bring to life EDF’s mission to make a significant impact: from putting spades in the ground to help build the new zero-carbon generation Britain needs to investing in better customer service and driving down prices.

It is a duet between a 9-year-old guitar prodigy, who played the song live, representing the customer calling for change and EDF, which answers that call. The 60-second spot shows the boy playing Helicopter by Bloc Party in his room, interspersed with cuts of the work EDF is doing to create a better UK energy system – apart from one section where his mum yells through the wall for him to turn it down; he turns it up.

Supporting the new brand platform is EDF’s most comprehensive media campaign to date handled by Havas Media UK, which has worked for EDF for 12 years.

The media campaign kicks off with a TV ad during ITV’s Coronation Street, followed by programming on C4 and Sky over the launch week and a partnership with Spotify and Goalhanger’s The Rest Is Politics podcast. EDF will also harness Havas Media Network’s marketing engagement platform, Converged, to optimise digital buying and advanced targeting using a combination of AI tech, Nielsen data and survey data to reach an engaged audience.

The nationwide multi-format OOH campaign includes Clear Channel’s Adshel Live locations which use 50% less energy, electric taxi ads and electric vehicle charging point locations for contextual targeting to reduce the campaign’s carbon footprint. The media plan also harnesses eco-friendly partners, including Spotify, GoodLoop, ClearChannel and Sky.

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. We are putting our customers at the heart of our business following the migration to our new retail operating model. This is an invitation to join us as we come together to create something better. This brand platform and campaign created by Lucky Generals gives us the perfect basis to launch this from.”

Lucky Generals chief executive Cressida Holmes-Smith added: “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. We are delighted that this new platform demonstrates how EDF works differently, putting the customer first and making a genuine, lasting difference.”