The Newest House On TV's Oldest Street - EDF Builds Energy Saving Into Coronation Street

Client: EDF & ITV

EDF had a strong offer, but a tough creative media problem. Sunday Saver gave customers up to 16 hours of free electricity on Sundays if they shifted usage away from peak weekdays. But understanding the offer was not enough. To work, it had to change what people did at home.

So the creative challenge was simple: how do you make a tariff feel like a household habit? EDF could not simply outspend the category. It needed entertainment, trust and attention in a place where everyday household behaviour already felt familiar. The answer was Coronation Street. The idea: don’t buy your way around Britain’s most famous street. Build EDF into it. The House of the Future, a bespoke EDF-branded orange home on the cobbles, turned Sunday Saver from an abstract tariff mechanic into the newest house on TV’s oldest street: a visible symbol of smarter energy use. EDF-branded set cues, including a van, bus shelter and EV charging point, made the brand part of the street. Bespoke spots, ITVX takeovers, licensed Corrie footage, cast content, YouTube, social and EDF-owned channels extended the idea beyond the set. Among regular Corrie viewers, 78% recalled the partnership, 69% discussed the ad or offer, trust increased +9.5%, consideration rose +7.9%, and EDF moved from 5th to 2nd in category. EDF recorded 246,320 Sunday Saver sign-ups, with an estimated 153 tonnes of CO₂ saved. EDF made future energy behaviour visible, familiar and actionable by building it into a street Britain already loved.