1. EDF Olympics
August 2012

2. 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

3. Station domination increases spontaneous
awareness of EDF as an official Olympic
Sponsor
+36%
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%

4. The domination has strengthened perceptions
towards the EDF brand
Test Recognisers are:
+86%
More likely to say their
perception has become
more positive recently
+57%
y EDF
More likely to sa
ers
are industry lead
Source: Research Now EDF Research, August 2012.
Q8 Here are a list of statements that could be associated with EDF, please state how much you agree
with each statement.

5. The domination strengthened all positive
descriptions of the brand
Source: Research Now EDF Research, August 2012.
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)

6. A strong reaction to the creative has lead to
increased call to action
Test recognisers are:
+105%*
+129%*
more likely to think
about buying the
product
more likely to take
further action e.g.
online searches
*compared to control
Source: Research Now EDF Research, August 2012.
To what extent do you agree or disagree with the following statements about advertisers who undertake this
type of advertising?
+56%*
more likely to talk
about the advertising

7. The domination drove propensity to recommend
the brand to others
+51%
+33%
Source: Research Now EDF Research, August 2012.
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.

8. 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

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

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