EDF Olympics August 2012

Key Campaign information Environment Key Campaign Objectives To test awareness of EDF as an Olympic sponsor To test general awareness of EDF advertising To test opinions about EDF advertising To test brand perceptions of EDF and whether they have been improved by the domination To understand participant’s opinions about station domination

Station domination increases spontaneous awareness of EDF as an official Olympic Sponsor Source: Research Now, “Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?” +41% +36%

The domination has strengthened perceptions towards the EDF brand Source: Research Now EDF Research, August Q8 Here are a list of statements that could be associated with EDF, please state how much you agree with each statement. +86% More likely to say their perception has become more positive recently +86% More likely to say their perception has become more positive recently Test Recognisers are: +57% More likely to say EDF are industry leaders +57% More likely to say EDF are industry leaders

The domination strengthened all positive descriptions of the brand Source: Research Now EDF Research, August Q9 On a scale of 1-10 where 1 does not describe the brand at all and 10 describes the brand very well. Please rate how well you think each of the following words describes EDF)

A strong reaction to the creative has lead to increased call to action *compared to control Source: Research Now EDF Research, August To what extent do you agree or disagree with the following statements about advertisers who undertake this type of advertising? Test recognisers are: +105%* more likely to think about buying the product +105%* more likely to think about buying the product +129%* more likely to take further action e.g. online searches +129%* more likely to take further action e.g. online searches +56%* more likely to talk about the advertising +56%* more likely to talk about the advertising

The domination drove propensity to recommend the brand to others Source: Research Now EDF Research, August Q4 On a scale of 1-10, how likely are you to recommend the following Energy suppliers to your friends, family or work colleagues? 10 is very likely, 1 is not likely at all. +33% +51%

Summary The station domination has driven spontaneous awareness of EDF as an Olympic sponsor There has been a strong recall of the station advertising The campaign was seen to be impactful and memorable leading to improved opinions of EDF’s advertising Brand image has also been strengthened by the campaign Increased positivity has in turn driven call to action in both recommendation and usage intent

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics