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O2 Washes the C Out of CO2 for Greenest Campaign Ever

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Campaign from Havas, VCCP and Talon Outdoor highlights the network’s commitment to becoming Net Zero carbon by 2025

O2 Washes the C Out of CO2 for Greenest Campaign Ever

O2 today announced its most sustainable media campaign to date as part of its commitment to become the UK’s first net zero mobile network operator, by 2025. Launching to coincide with Earth Day on 22nd April, the O2 vs CO2 campaign aims to drive awareness of O2’s environmental ambitions and encourage others to make more sustainable choices.

The campaign creative features O2’s loyal blue robot, Bubl, washing away the C from CO2 as a visual representation of how O2 is removing carbon emissions from its network. The four week long campaign will run across a range of channels including print, OOH, DOOH, online and social.  As part of the activity, O2 will be working with Spotify to launch their Sustainable Sonics proposition with the first ever sustainable audio campaign. The activity will see Spotify and O2 investing together in nature-based solutions to offset all carbon emissions O2’s audio activity on their platform for the next 12 months. The audio ad will introduce O2’s sustainability credentials and will extend across a range of the UK’s most listened to and respected podcasts.

The campaign also sees O2 join forces with The Times as part of the Times Earth launch. Launching in April, the Times Earth supplements will be featured across The Times and The Sunday Times in 2021 and will cover a wide range of content focussed around sustainability and the environment. Through the sponsorship, O2 ads will appear across the first supplement in a front strip, full and half page formats.

Social media support comes in the form of a Twitter spotlight which aims to drive conversation around sustainability, encouraging people to share their green tech tips using hashtag #O2VsCO2. The activity also includes a Snapchat activation which shows O2’s loveable blue robot, Bubl, helping wash the C out of CO2.

As lockdown continues to lift, OOH will also form a key part of the campaign. A number of special build billboards, designed to highlight O2’s mission to take the carbon out of O2, will feature in key sites in Bristol and Manchester. Offering passers-by a cleaner and greener ad experience, the billboards use environmentally friendly paint which uses natural UV light to convert pollutants into water vapour and harmless nitrates. During the placement it is estimated that they will help remove the emissions associated with up to 70,000 cars as they pass the sites. 

The green focus continues on digital outdoor sites with all sites being powered by 100% renewable electricity which also powers down at night to save energy. 

Tracey Herald, head of corporate responsibility and sustainability, said: “From our masts to our offices, our stores to our supply chain, we’re committed to cutting carbon and removing the C from O2 for good – and this campaign is another example of using the power of our brand to inspire greener media and advertising practices. It’s all part of our commitment to go faster to reduce carbon emissions in our network to be net zero by 2025. Through working with like-minded partners we can reach an even wider audience to help raise awareness of our mission to help encourage others to make greener choices.”

In addition to the advertising campaign, O2 is also running a special selection of offers from environmentally responsible brands across Priority to further encourage customers to make greener choices. The Priority rewards give customers the opportunity to choose from a range of exciting deals from brands such as LEON, Bower Collective, Little Room Blooms, Union Roasted, Much Better Adventures and more.

In 2020, O2 unveiled its plans to cut carbon emissions from its entire business and network by 2025, whilst working with supply chain partners to reduce emissions by 30% in the next five years. The commitment builds on O2’s strong environmental track record as the first mobile network in the world to achieve both the Carbon Trust Standard for Carbon, Waste and Water and the Carbon Trust Supply Chain Standard.


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Creative

Executive Creative Director:  Darren Bailes

Creative Director:  Jim Capp

Digital Creative Director:  Jon Bancroft

Associate Creative Director / Copywriter:  James Petitt

Creative Team:  Adam Arber

Creative Team:  Austin Richards

Head of O2:  Emma Whitmarsh/Rose Bartel

Business Director:  Chris Jackson

Account Director:  Kate Jackson

Group Planning Director:  Jenny Nichols

Planner:  Jack Lewis-Barclay

Senior Creative Producers:  Yasmin Akhavan

Senior Project Manager:  Bobby Palmer

TV Producer:  Rosie Good

Design Production Manager & Social Media Asset Manager:  Shobha Pandya

Categories: Utilities, Mobile Network

Havas UK, Thu, 22 Apr 2021 13:49:34 GMT