26 Jun 12

EDF campaign highlights role in powering the Games

Victoria Pendleton

EDF, an official partner of London 2012, is launching a new advertising campaign to promote its role in powering the Games with electricity backed by low carbon sources1.

Starting from June 25th, the major out of home campaign features images of members from Team EDF2, a group of 36 elite athletes which together form one of the largest teams supported by any company. Incorporating 15 Olympic and Paralympic champions Team EDF is set to be well represented at London 2012.

The creative features Olympic and Paralympic athletes including Victoria Pendleton and Ellie Simmonds. Photography by renowned American photographer Carlos Serrao shows the sporting stars in action, lit up, with the tagline ‘Helping London 2012 shine brighter. EDF powering the Games’.

The campaign, developed by CLM BBDO with media buying in the UK by Havas Media's UK agency MPG Media Contacts, will be concentrated at sites which will serve as key transport hubs for London 2012. This will include a brand takeover at Waterloo Station with ads appearing both above and below ground in multiple formats. Entry and platform banners at the station will be media firsts and the scale of the use of digital assets at the station is unprecedented.

Ellie Simmonds

In the largest brand presence seen at Westminster station to date, the campaign will feature large scale cross- platform advertising with a focus on the east bound jubilee line underground platform to reach those travelling to the Olympic Park. The campaign will also reach international visitors to London with a heavy presence at City Airport and King’s Cross St. Pancras International station.

Gareth Wynn, London 2012 Programme Director at EDF said: “The athletes will be the stars of London 2012 and electricity plays a vital role in making the Olympic and Paralympic Games the stage for them to shine. Featuring in stand-out positioning at key locations for travel to the Games, we hope this campaign will ensure those visiting London this summer leave in the knowledge that EDF, as a leader in low carbon electricity, is proud to be powering London 2012”.

The campaign will also feature TV advertising which will appear on UK channels at a later date. The humorous ad sees EDF Engineers with very little sporting prowess ‘testing’ sporting venues to ensure that they’re in working order for the Games, with Victoria Pendleton appearing to check everything is ready.

The out of home campaign runs for approximately 12 weeks.

Notes to Editors

[1] EDF Energy, Britain’s largest producer of low carbon electricity, will guarantee that for each unit of mains electricity used on the Olympic Park it will provide a unit generated from low carbon nuclear and renewable sources to the national grid.

80% of the low carbon electricity sourced to supply the Games will come from EDF Energy’s existing nuclear fleet, with the remaining 20% coming from renewable generation assets.

2 Team EDF is a sponsorship initiative that supports athletes in their efforts to qualify and participate in the London 2012 Olympic Games. Team EDF is not an official Olympic team.