Launched June 2014, 2 seasons and 9 episodes later… EDF’s Electric Saga, written, interpreted and produced by Éric Judor under the creative direction of Christophe Coffre, Havas Paris’s creative CEO, has been awarded a Silver Lion (Brand Content category) at the 2015 International Festival of Creativity. A proud moment for the advertising agency and recognition for the creativity of this new format, directly inspired by TV series and narrative and use of short formats that successfully blend authenticity with popular humour. With the Electric saga EDF makes a public statement about its core values of proximity and client relations to assert its market pitch as a service firm for its 26 million clients.
Christophe Coffre, Havas Paris Chief Executive Officer – Creation, was delighted exclaiming: “I am especially proud of this award for a major popular brand and a favorite campaign among French people. This campaign showcases the best that new formats have to offer and above all how a writer, a brand, and an advertising agency can team up together to produce something special.”
Inspired by TV series Platane, in every episode Electric saga relates the adventures of Eric Judor, an EDF customer, with his buddy Flex, who both have to put up with the pitfalls of daily life, in their dealings with the EDF advisor, who is attentive and flexible as he copes with the most unlikely demands. Designed to depict customer relations based on EDF services (one service per episode) and to create moments of real interaction, Electric saga is part of a full-scale program combining TV, cinema and 30 or 45-second web spots, radio spots, other content on a dedicated mini-site (electric.edf.fr), in-store posters in EDF branches, digital activation operations, emailings and a partnership with AlloCiné.
Backed by industry awards*, the saga is very popular. The 8th best-liked campaign in France (source: Ipsos Public Awards 2015) was chosen by 88% of respondents and 75% of French people want to know how the saga continues. On the web, the saga has currently exceeded 34 million viewings. Commercially, the series boosts EDF’s sales, which in 2014 are up 126% against objectives and on-line subscriptions are up almost 50%.
The saga continues in 2015 with six new episodes.
*Prizes won by EDF’s Electric saga in 2015
Silver for EDF’s Electric saga –Category Film Craft / Best casting
GRAND PRIX BRAND CONTENT
Gold for EDF’s Electric saga – Category Services
Merit for EDF’s Electric saga – Category Writing
Wood Pencil for EDF’s Electric saga – Category TV Campaign
NEW YORK FESTIVAL
Finalist for EDF’s Electric saga – Category Branded entertainment
GRAND PRIX ADVERTISING STRATEGIES
Gold for EDF’s Electric saga – Category Energy