O2 v CO2

Client – O2

Challenge and approach

O2 set itself the goal in 2020 to be Net Zero by 2025 – five years ahead of any other telco brand as well as other major advertisers. It wanted to get a mass audience to consider O2 as a leader in sustainability by showcasing that O2 offers customers greener choices in the lead-up to COP26. We designed a media strategy that would stay true to O2’s purpose and that led us to our communications position: ‘O2 versus CO2’. For this campaign to be meaningful, it had to be O2’s greenest ever – nothing else would do. With this strategic vision as our guiding star, we focused on media channels and ad formats that would deliver the most positive impact on the planet.

Result

Perception of O2’s environmental responsibility increased by 25% pre- and post-campaign among prospects and increased by 50% among the campaign’s key target audience, ‘high value’ prospects, and YouGov Buzz reached an all-time high of 4.9 during the campaign. O2 also achieved some of the brand’s best ever social sentiment. In the April campaign period, O2 enjoyed 96% of social conversation being either positive or neutral in sentiment. Crucially, OOH carbon conversion equated to removal of 1,220 grammes of NOx per day, which is the equivalent to removing the emissions of 1,389 cars a day or taking 19,400 cars ‘off the road’ over the course of the campaign. Meanwhile the wider audio campaign with Spotify ensured this was the world’s first-ever carbon neutral campaign.