The “En décalé avec EDF” (off-peak with EDF) campaign carried out this winter by Havas, the advertising arm of Canal+, Gameloft and Prisma Media is a perfect example of the cooperation possible within Vivendi and the advantages of pooling the group’s resources for the benefit of its customers, in terms of agility and speed of execution.
As the French government was concerned about potential power outages in the middle of winter, EDF, the French electric utility company, wanted to quickly roll out a campaign to raise energy conservation awareness and promote consumption during off-peak hours.
To encourage such changes in habits, EDF and the Vivendi brands have teamed up to offer a differentiated offer around entertainment which has become such an important part of our daily lives that it is a highly effective lever to encourage us to make small changes in our behaviors – the well-known “nudge” phenomenon.
The cooperation between EDF and Vivendi resulted in three offers combining entertainment and energy efficiency:
- free films on Canal VOD during off-peak electricity consumption hours
- extra rewards for playing Gameloft’s Asphalt 8 and 9 late in the evening
- encouragement to switch to dark mode on Prisma Media’s Télé-Loisirs.
Havas had very little time to design this campaign. Having several companies from the same group work enabled us to be highly responsive and agile while at the same time being particularly creative.