Title	ALL COMMITTED FOR #OBJECTIVE2DEGRES
Brand	EDF
Product/Service	COP21 AWARENESS
Category	E02. Social Purpose
Entrant	HAVAS PARIS Puteaux, FRANCE
Idea Creation	HAVAS PARIS Puteaux, FRANCE

Name	Company	Position
CHRISTOPHE COFFRE	HAVAS PARIS	EXECUTIVE CREATIVE DIRECTOR
LUDOVIC TENART	HAVAS PARIS	DIGITAL CREATIVE DIRECTOR
VALENTIN TURGOT	HAVAS PARIS	COPYWRITER
MARION GAMAIN	HAVAS PARIS	ART DIRECTOR
FABIENNE MERIC ROUGIER	HAVAS PARIS	PRODUCER

The Campaign

Our idea was to give a platform to anyone who wanted to get involved with the 2°C target. Going from being a partner for the COP21 to being one for anyone who wished to do something against global warming. We launched a simple tool: #objectif2degrés. By using it on social media or on the dedicated digital platform, anyone could leave a mark of his commitment in a very personal way. In exchange, EDF pledged 1€ to an environmental association for each post using the hashtag. For this participative campaign we went for an alternative approach, not giving way to the usual pessimism about global warming and COP21 in order to encourage people to do something rather than frightening or depressing them. In contrast to the news picturing polar bears dying on melting ice caps, we used a variety of animals as optimistic ambassadors for this off-the-wall campaign.

Creative Execution

We first launched a 10-day DOOH (Digital Out Of Home) teaser phase by broadcasting brand-free creations to arouse the public’s curiosity about #objectif2degrés. Then we orchestrated a branded DOOH reveal, on DOOH, on social media, on display and with the help of influential bloggers calling on people to participate by tweeting or posting on the dedicated website. For each post using the hashtag, EDF pledged 1€ to an environmental association selected through HelloAsso. All the tweets and posts were aggregated on the website social wall. In the last phase, the best contributions were broadcasted in DOOH video loops in order to promote global commitment.

11 009 tweets with #objectif2degrés, generating a total of 25 055 524 impressions More than 150 000 unique visits 29 389 post 200 000€ raised on behalf of 10 environmental associations 97% of French respondents think this campaign makes EDF perfectly legitimate on the environmental cause 86% of French respondents considered this campaign as a strong proof of EDF’s commitment to climate

We wanted to talk about climate to everyone. But not everyone has the same sensitivity about it. The qualitative data (EDF 2015 TNS Sofres barometer, Ipsos/HWP study on French people and climate change, CSA energy 2014 barometer, ADEME 2014 study, HWP 2015 influence communication cartography) helped us build target types according to their awareness of climate as a topic. The quantitative data then allowed us to reconstitute media targets. Using Socialyse clusters we were able to reach them on the appropriate media, with a message tailored to their interests (fashion, food, sport, lifestyle & high tech). On the display we used first-party data by retargeting the website visitors via a programmatic activation and a « look alike » plan in second-part data to reach similar profiles. All through the operation we picked up on the most popular hashtags to make #objectif2degres part of the conversation.