General information

Campaign objectives:

EDF embarked on a mission to promote “energy sobriety” among the French population in response to the ongoing energy crisis. The campaign aimed to encourage individuals to adopt more responsible energy consumption habits through the slogan ‘I turn off, I lower, I shift’ (the idea being that you turn off lights, lower heating and shift the times at which heating goes on and off).
The overarching goal was to raise awareness about the importance of energy savings in a humorous and impactful manner, leaving a lasting impression on audiences and fostering behavioural change toward sustainability.

Context

EDF collaborated with comedian Pablo Mira, renowned for his witty and offbeat style from the daily show ‘Quotidien’, to spearhead a creative campaign promoting energy savings

The campaign involved Pablo as the protagonist ending up in funny situations in a bid to save energy, before he is told about EDF that there are easier ways to do so. The campaign leveraged Pablo Mira’s comedic talent to deliver the message effectively, adding a twist of humor to the practical advice of ‘I lower, I turn off, I shift.’ This approach aimed to engage viewers through entertainment while subtly encouraging them to adopt more sustainable practices in their daily lives. The funny scenarios creatively showcased simple daily habits—such as turning off lights, lowering thermostat settings, and shifting energy use to off-peak hours—to reduce energy consumption.

Creative Minds

The success of the campaign owes credit to a collaborative effort. EDF’s partnership with Pablo Mira brought humor and relatability to the serious topic of energy conservation. Bangumi teams contributed creative direction and production expertise to bring the campaign to life with engaging videos that resonated with the audience. TF1 and TMC (a TF1 channel) played a crucial role in broadcasting the campaign during prime slots and integrating it seamlessly into popular daily programs like ‘Quotidien’ and ‘Quotidien Express’. Additionally, TF1+’s digital platform provided a modern, multi-screen approach to reaching diverse audiences, while social media channels amplified the campaign’s reach and engagement, supported by Pablo Mira’s personal endorsement on Instagram.

Campaign videos

Results

The campaign achieved significant reach and engagement across multiple platforms:

• Television (TF1 and TMC): Approximately 25 million viewers were reached through TV broadcasts, ensuring broad exposure during key viewing periods.
• Digital (TF1+): The campaign garnered approximately 7 million contacts on TF1+’s digital streaming platform, underscoring its effectiveness in reaching online audiences.
• Social Media: The campaign generated approximately 550,000 video views across social networks, demonstrating strong engagement and interaction among digital audiences.

By integrating humor with a serious message about energy conservation, EDF successfully captured public attention and encouraged widespread adoption of sustainable behaviors. The partnership with Pablo Mira and strategic media placement amplified EDF’s message, reinforcing its commitment to ecological transition and energy efficiency in a memorable and effective manner.

EDF’s campaign to promote “energy sobriety” through the collaboration with Pablo Mira exemplifies a creative approach to addressing pressing environmental challenges. By leveraging humor and influential partnerships, EDF not only educated the public about energy-saving habits but also inspired meaningful behavioral change. The campaign’s success in reaching millions of viewers across television, digital platforms, and social media underscores its impact in fostering a culture of sustainability and responsible energy consumption. Moving forward, EDF remains committed to innovative campaigns that empower individuals to make a positive environmental impact through everyday actions.