Energy company OVO is harnessing real-time data from the National Grid ESO to solely power its latest innovative DOOH campaign, scheduled for when the grid is greener.
Developed in collaboration with Saatchi & Saatchi and media planning and buying agency Goodstuff, the campaign aims to encourage people to see energy from a different angle.
Featuring a simple green creative with white text that reads, ‘If you’re reading this, it’s a greener time to use energy’, the advert is an industry first.
By tapping into National Grid data, the campaign employs programmatic buying tech developed by Goodstuff and Assembly, bidding automatically when the grid is greener, and only showing the ad during these times.
Showcased across DOOH, the campaign will appear across more than 2,600 screens nationwide, from digital 6-sheets to large format across high-traffic footfall areas, including roadside, rail and shopping centres.
The campaign builds upon the launch of OVO’s Power Move scheme – by exploring new ways of shifting energy usage.
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The energy company‘s scheme rewards customers for shifting energy usage out of peak energy times (4-7 pm, weekdays), to times when the grid is greener, cleaner and powered by renewable energy.
“OVO creates game-changing, green technology and services for our customers, and it’s incredible that this is also true of our advertising,” said OVO director of brand and marketing, Alice Tendler.
“This latest campaign is one example of the action we’re taking every day to find new, innovative ways to cut carbon across our entire business and customer base. And it shows that with the right creative minds and the right tech, it’s possible to find better ways of doing things.”
Saatchi & Saatchi chief creative officer Franki Goodwin added: “You only get served this ad when the grid is greenest, which makes it a live demonstration of an important product and OVO’s wider mission to harness innovation to build a better energy system for the UK. We’re so excited to be on the journey with this visionary brand.”
“We are working with the OVO team to move towards greener trading in general. Following this campaign, we will continue to apply this data as a long term strategy to serve OVO ads in greener moments,” concluded Goodstuff’s head of out-of-home UK international Roy Shepherd.”
