How did SPORTFIVE assist EDF with the activation of its partnership with Paris 2024 and the French Olympic and Paralympic team for the 2022 Winter Games?
|Since 2019, SPORTFIVE France’s Brand Services and Activation teams have been supporting EDF in its sports publicity strategy.|
From 4 to 13 March 2022, the Beijing 2022 Paralympic Winter Games took place. This was an opportunity for our teams to design “La Piste des Champions” for the leading energy supplier in France, an event aiming to change the general public’s perspective on disability, raise awareness of parasports and promote the performances of Paralympic athletes.
|“Uniting energies, making a difference” to make Paris 2024 the most responsible Games in history: this is the mission that EDF has set itself in its strategy of speaking out in sport. This is an ambitious but legitimate promise, given the brand’s commitment to French sport for more than 30 years, which must now be translated into concrete operations that contribute to its fulfilment. |
With this in mind, in the run-up to the Beijing 2022 Winter Games, the last Olympic and Paralympic highlight before Paris 2024, EDF wanted to take advantage of the spotlight on the event to set up an activation initiative focused on changing the way the French look at disability. The scope and potential for expansion of this initiative should enable it to strengthen its association with the Olympic and Paralympic worlds in the run-up to Paris 2024, while taking into account the special context of the Winter Games, which unfortunately receive less media coverage in France than the Summer Games (French athletes have won an average of 3.6 times fewer medals than at the Summer Olympic and Paralympic Games since Sydney 2000).
“La piste des Champions”, an activation initiative by SPORTFIVE
To tackle these issues, SPORTFIVE has designed “La Piste des Champions” for EDF, a special event in Tignes targeting the general public to raise awareness of paraskiing and promote the performances of Paralympic athletes. From 24 to 28 February, more than 1,200 visitors were able to put themselves in the shoes of Paralympic athletes by taking part in sports and fun workshops, supervised by qualified instructors from the French Handisport Federation: slalom without poles, introduction to wheelchair skiing and visually impaired skiing.
Nine athletes from the EDF Team (28 multi-medal winning female and male athletes embodying EDF’s values and commitments: inclusion, diversity, solidarity and performance), including Alain Bernard, Marie Amélie Le Fur and Perrine Laffont, were present and took the opportunity to try out the workshops and highlight the performances of athletes with disabilities.
EDF has been committed to promoting sport for all for more than 30 years and has developed an operation that is faithful to its historic commitments. An operation welcomed by all stakeholders, widely reported by the media and highly appreciated by holidaymakers.
A comprehensive communication plan
To increase the visibility of this operation and EDF’s commitments, SPORTFIVE has created and implemented a comprehensive national and local communication plan (posters, press, radio, digital) alongside the brand.
The agency then coordinated all the planned operations during the event. From the production of content, to the organisation of prevention workshops, to the promotion of the event in the press, radio and TV, in collaboration with all stakeholders.
- A lot of Social Media Content was produced during the event for EDF’s social networks (@énergiedusport) and those of the athletes
- Radio content: Each day, the athletes present in Tignes answered live questions from the local radio station, Radio Tignes
- Event highlights: Several local operations were held over the four days, with several EDF Team athletes attending: Romain Riboud (the resort’s Paralympic skier) appeared in a ski show put on by the French ski school, Arnaud Assoumani visited Tignes primary schools to raise awareness among the younger generation, and there was a special inauguration event with children from the Leisure Centre, the mayor of Tignes and EDF officials.
“It is a source of pride for the agency to have accompanied EDF in the deployment of “La Piste des Champions”. An awareness-raising initiative showcasing the brand’s commitments to sport for all and inclusion. On the eve of the Paralympic Winter Games, it was important to remind the general public of the achievements of all these para-athletes, a concrete and entertaining way of highlighting the experiences of athletes with disabilities. There is still a long way to go, but I am convinced that we, as an agency, but also as individuals, have a real role to play in these matters before the Paris 2024 Games!”.
Elodie du Gardin, Account Director at SPORTFIVE
A more than satisfactory report
“La Piste des Champions” enabled the brand to raise awareness among 1,200 skiers at the workshops and to reach more than 50,000 people in the resort. The media coverage of the event reached hundreds of thousands of people nationwide thanks to the distribution of content on social networks by the athletes and the brand, as well as the production of short reports by the TV channels France 3 and Infosport+.