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ADVERTISING CAMPAIGNS

EDF Energy ‘Energy Deal’

Agency: Euro RSCG

Client: EDF Energy

EDF Energy is launching ‘Bein’ Green’- the soundtrack to its advertising campaign – in a bid to secure a smash hit.

The song, performed by debut act 2 Different People, will be available to download from October 20 at play.com.

Since the song first featured in the original advert on screen in January this year it has been viewed by more than 62,000 people on YouTube, and has received huge consumer and celebrity support from the likes of Lily Allen.

EDF Energy’s share of the sale proceeds will be donated to EDF Energy’s Green Fund, and its hoped the release of the song will help raise awareness for EDF Energy’s Programme for Greener Schools.

The Green Fund provides money to not-for-profit organisations, including schools, to help support renewable energy projects. So far EDF Energy’s Green Fund has awarded £1.25 million to schools, nurseries and colleges across the UK for the installation of renewable energy schemes since 2001.

The new creative from advertising agency Euros RSCG marks the third phase of EDF Energy’s ‘It’s Not Easy Being Green’ marketing campaign and continues the successful recycled footage concept of earlier executions. The new TV advert features infamous TV villains the Daleks.  

The song, originally sung by Kermit the Frog in the 1970s, highlights the difficulty of ‘being green’. Originally intended to highlight racial issues, the song has taken on new meaning in the 21st Century as consumers strive to tackle climate change and reduce their carbon footprint.

A new micro-site has been created on the EDF Energy site, (savetodaysavetomorrow.com) where people can watch the advert, listen to the song, and pre-order a copy.

Brand Director, EDF Energy, Martin Stead, said: “The initial response to ‘Bein’ Green’ was immense, so we are incredibly excited the song is being launched to a wider audience.

“The release of the song will help generate donations for the Green Fund, as well as raising awareness of a very important issue as we prepare to launch our Programme for Greener Schools later this month.  

He added, “It’s our aim that the song and our educational programme will inspire future generations to play their part in creating a more sustainable world.”

AJR
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