Research has shown many customers feel that all energy suppliers are the same, with no positive choice. With this in mind, EDF Energy sought to differentiate itself through their ‘low carbon emissions’ USP, a differentiator that had lost its pull after the global crash. AMV BBDO created the idea of ‘Feel better energy’ and worked with a roboticist to develop the character Zingy, who featured at the forefront of a TV-led multimedia approach. As a result, EDF Energy managed to recruit customers at a faster rate than any other major supplier whilst delivering a ROMI of £2.36 for every £1 invested.