Tease and reveal’ low carbon vision of London campaign breaks across the capital Euro RSCG London has created a ‘tease and reveal’ advertising campaign to launch a three-year partnership between EDF Energy and the London Eye.
As cities grow and energy demands grow with them; the London Eye and EDF Energy show how different projects and technologies can help create a vision of a low-carbon future for London. The campaign shows a series of sunrises breaking across London to symbolise the beginning of this new vision. The advertising, which broke last week, is featured across London transport stations and in the Metro and Evening Standard.
Russ Lidstone, CEO of Euro RSCG London said “The idea behind the campaign for EDF Energy was to use inspiring images of the capital at dawn to symbolise a low-carbon vision of London. We used a range of photographers, all with different approaches, to ensure that we delivered the type of unusual but uplifting perspectives that would engage Londoners and leave them wanting to find out more about the partnership.”
Gareth Wynn, Director of 2012 Programme, EDF Group “In the run-up to London 2012, our partnership with the London Eye will be a powerful way to help EDF Energy communicate our vision of a low carbon future. We hope it will inspire people and businesses to make their own sustainability commitments.”
MPG also worked on the project and secured a promotion with the Capital FM London breakfast show. People were invited to become a part of EDF Energy’s new low carbon vision of London using a game of eye spy. The breakfast show promotion went live on the 25th of January when during each hour of the programme Johnny Vaughn described an iconic London landmark which he can see from a London Eye capsule, listeners were then encouraged to guess to win an Electric Vehicle.
This was supported by a wider promotion across the whole Capital network. Live links from the Capital FM roof also took place with Johnny describing the EDF Energy London Eye light show. The integrated approach also saw ITV coverage on ‘Daybreak’ with the programme’s weather report transmitted live from the EDF Energy London Eye. A spectacular light show at the attraction, co-ordinated by PR agency Weber Shandwick, was also screened within the show.
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