O2 vs CO2

Havas Media

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).