EDF was an official partner for the COP21. The 2015 Paris Climate Conference aimed to achieve a legally binding and universal agreement on climate, with the aim of keeping global warming below 2°C. The problem is that even though global warming concerns everyone, most of the time it remains a debate between specialists and/or politicians. So, although the French feel it affects them, they also feel powerless. It explains their paradoxical interest, marked by pessimism and fatalism. When you are the domestic power company that caters to all French people, you can hardly address only a handful of people when it comes to a subject that matters to everyone!

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.