Powering Change: EDF Lights Up Coronation Street with ITV

Client: EDF

In a volatile, price-sensitive energy market, EDF launched Sunday Saver, offering 16 hours of free electricity in exchange for shifting usage away from peak weekdays. Most energy decisions are made at home, shaped by routine, and paid advertising rarely lands in the exact context where energy is used.

Behaviour change needed a trusted domestic story world, not abstract sustainability messaging. Coronation Street is a cultural environment where everyday life is portrayed, making it a behaviour-shaping environment. EDF entered the Coronation Street narrative. Sunday Saver was woven naturally into the cobbled street, reframing energy saving into a shared, culturally normalised behaviour. “Change is in our power” became something audiences could see happening, then imagine themselves doing. Execution was fully integrated and built for attention, including in-world story integration, a distinctive “House of the Future”, and environmental cues such as EDF-branded street furniture. It travelled cross-platform via licensed footage and cast content across ITV, YouTube, social, and EDF channels, supported by high-attention placements around episodes on linear TV and BVOD. Results were tangible across brand, business, and sustainability.