O2 vs CO2

Updated: Apr 8

Background

Back in 2019, climate change was in focus with protests from Extinction Rebellion. Warnings of scientists were mainstream and public concern was at an all time high.
O2 had a track record of taking action on the environment, with propositions like O2 Recycle, Eco Rating (an environmental rating system adopted by the sector) and using 100% renewable electricity to power its network - but it historically the real focus had been on social causes.
I had recognised the emerging risks from the growing footprint of digital and data centres, and the early signs of media attention on the topic.
There was also a big role that technology could play in enabling a low carbon economy at scale, creating an opportunity for O2 to step up efforts.

Solution

I identified and worked with leading sustainability advisor, Sue Garrard, who had developed Unilever's Sustainable Living Plan, to build the case for change.
With her advice, I kicked off a strategy process for O2 to prioritise the environment.
This resulted in O2 launching a bold Net zero target and environmental approach, endorsed by its CEO, with a 10-year commercial strategy for the business.
There was also a first ever brand campaign where we changed the O2 logo to CO2 with the message that 'we are taking the carbon out of O2'.
The campaign was backed up by an effort to take on CO2 across our customer channels, from promoting second hand phones and O2 Recycling, to more sustainable choices on O2 Priority.

Impact

The campaign was the joint most effective brand push of the year, generating an ROI of £2:1, attracting higher value customers, and helping to put more sustainable propositions on the map.
This campaign galvanized the business to put the environment at the front and centre of its its brand and customer plans, particularly in the B2B side of the business, where smart technology and the internet of things were capable of enabling sectors like transport and smart cities to save energy and cut emissions.
I fronted a number of B2B customer conferences and contributed thought leadership pieces to showcase O2 as a trusted partner.
We ran a week of employee engagement activity around Earth Day, from livestream interviews with Business Green on policy, to online cook-along classes on plant based eating with Ottolenghi's Sammi Tamimi, that reached thousands of employees.
I worked with Kite Insights to produce a C-suite learn-in series with leading scientist Johan Rockstrom, building understanding and confidence in the topic.
The strategy transformed the focus of the business, with a campaign that reached millions, and sparked a period of innovation in its operations, product and service offering.

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