In 2001, EDF saw the need to launch an information campaign in response to the confusion reigning over bill payments after the switch to the euro. The communication department was looking for the most effective way to get the message across on the Web.
After considering traditional solutions, in the form of text and images, the team had the idea of pursuing innovation and exploring new avenues. Émilie Zapalski discovered a series of cartoons produced for FastBooking, and realised she had found the solution they were looking for.
After contacting 3TOON and clearing the hurdles for this innovative way of communicating with the general public on the Internet, EDF entrusted 3TOON with the production of an episode (see the dedicated page) that would playfully explain the dual-currency bill, relieving the sales teams who were dealing with many payments made in the wrong currency…
In 2012, eleven years later, EDF’s communication managers, Émilie Zapalski and Sophie Monteiro, granted us an interview in which they share the expectations of EDF’s communication department at the time of the switch to the euro, and what drove them to adopt this off-the-beaten-track communication strategy.
Transcript of the interview with Émilie Zapalski and Sophie Monteiro
“ At the time, in 2001, very little was being developed in video. I remember we were barely getting started on EDF’s website. We had the means, so it was interesting, but it was still mostly text, a few images, and that was it… The choice of 3TOON was settled fairly quickly; we said to ourselves “this is the right provider” — a bit like love at first sight! They do what we expect, we like it, it is not very expensive — let’s go! ”
Émilie Zapalski
“ The idea of the cartoon brought something more playful, lighter, more approachable — quite novel in the eyes of the public. Because you have to put yourself back in the context of the time: 10 years ago, it was very new! ”
Sophie Monteiro
What challenge or problem were you facing before contacting 3TOON?
Émilie Zapalski: The problem was the switch to the euro. People were struggling to get used to it. And EDF’s customers were not the only ones… They did not quite understand, because their bill showed the amount both in francs and in euros — 2001 was the moment when customers were being eased into the euro. It was called dual display. In practice, they would write their cheques as if it were the euro amount, but in francs… Which came out much cheaper, obviously!
Sophie Monteiro: Secondly, it took place in the context of the opening of the French electricity market. So it was important; there was also another way of addressing the public, since competition — which had not existed before — would follow.
How did you discover the 3TOON studio?
EZ: We had started with very text-heavy approaches, explaining things rather conventionally. And we said to ourselves that presenting things that way was a bit dreary. And that it was not necessarily the best way to get the message across to Internet users. So, let’s look for something else! I looked at what was on the Internet and found, somewhat by chance, it must be said, cartoons that corresponded to the first series produced by 3TOON for another client. And I found it quite funny. It was in cartoon form, yet it was very serious all the same. You could clearly see the film was delivering a message — quite a technical one, since it concerned online booking software for hotels… so it was very precise. After discussing it with the team, I thought it could be fun to deliver the information in that form — rather innovative, original, and well suited to the website.
Why did you choose the 3TOON studio?
EZ: It was settled fairly quickly: this provider seemed one of the only ones… in fact I did not really see any other option. I believe we did not even run a call for tenders. And the prices were not incredibly high either…
What results were you hoping for?
SM: The objective was twofold. It was not only to explain what would happen with the switch to the euro. That was of course the priority, but there was also an image objective for EDF! Undertaking a rather innovative production conveyed an image of modernity, and contributed to the image objective EDF necessarily needed to pursue, given the context of the electricity market opening up to competition.
What results did you get in the end?
EZ: The film matched our expectations perfectly. We set out the problem. 3TOON understood it very well, and worked on an episode in agreement with us, so we could make sure it was properly “politically correct” and ticked every box in our brief… The story they pitched us — a couple going to the Eiffel Tower restaurant — we liked it a lot. It worked very well right away. It answered exactly what we expected; it was short, so it was perfect.
SM: EDF is a very large company, so there is necessarily a need for renewal, a need to attract talent, candidates… By projecting a modern image, by being in tune with the times — showing that EDF uses audiovisual media, multimedia, all those techniques — it makes people want to join. They think: “this is not an old-fashioned company, it is a cutting-edge company”. Especially since EDF has always operated in cutting-edge sectors!
EZ: This production also opened the door to this kind of interactive module. We told ourselves we could afford it, because it is easy to implement, and not too expensive either… It was a good move on that front.
Watch below the episode produced for EDF
Website of the Émilie Conseil agency:
Website of the Orange Sanguine agency:
EDF’s website – Électricité de France:
