In 2021, O2 led the way with both their commitments to Net Zero carbon emissions and their environmental initiatives. They were on track to reach Net Zero by 2025, a full 15-20 years ahead of the competition. However, awareness was low despite the known impact on O2’s High Value Prospects, of which environmental credentials were a driver of brand equity. We created a rallying cry of ‘O2 vs CO2’, where we committed to becoming O2’s greenest campaign ever. It involved a media first with Spotify ‘sustainable sonics’ billboards with CO2 absorbing paint, a Twitter spotlight, as well as owned and earned initiatives, including sustainable offers for customers across their Priority rewards platform, numerous thought leadership pieces and employee engagement.
For a relatively small spend, it had a huge impact across a number of measures. Including:
•Strengthening O2’s environmental responsibility credentials; +25% total market and +50% amongst High Value Prospects (Kantar Brand Tracking).
•During the campaign period, the carbon conversion from the OOH equated to removal of 1,220 grams of NOx per day; equivalent to the emissions of 1,389 cars – taking a staggering 19,400 cars ‘off the road’ over the course of the campaign.
•Delivered a ROI of 2.2 (Q2 2021 Econometrics).