OVO Energy kick start their zero carbon membership movement

By Olivia Pearce -September 24, 2019

OVO Energy

OVO Energy launches a new brand campaign starring its members to kick start a collective movement to zero-carbon living

OVO Energy has launched a new brand campaign starring its members to kick start a movement towards zero-carbon living. The campaign has gone live across digital-out-of-home, podcasts, and social channels.

The new campaign, called ‘What We Can Do’, is the first since Sarah Booth joined as Brand and Marketing Director in May 2019 and marks a strategic shift towards a new membership model, designed to drive collective action against the climate crisis.

It coincides with the launch of a new product innovation called OVO Beyond, an upgrade that goes beyond renewable energy, giving members support to actively reduce their carbon footprints.

Sarah Booth, OVO Retail Brand and Communications Director, said: “This campaign represents the beginning of a new chapter for OVO. We hope that ‘What we can do’ will be an optimistic rallying cry for energy customers up and down the country; bringing them together as a community and giving them a sense of agency in the fight against the climate crisis.

“Energy makes up 26 percent of the average Carbon Footprint. Choosing renewable energy and using that energy more efficiently are remarkable yet easy steps that all of us can take. And the more of us that do this, the more powerful this change will be”

The campaign, which features members of the OVO community was created by 20something, shot by Lauren Maccabee, and media was planned and bought by The Specialist Works.

The campaign follows the launch of OVO’s bold new vision and strategic direction for the next ten years – Plan Zero. In response to the climate crisis, Plan Zero commits to mobilise the business, its products and its customers to reduce greenhouse gas emissions to zero by 2050. As a part of Plan Zero, last month OVO Energy launched a set of marketing commitments to significantly reduce the carbon footprint of its marketing.

This is 20something’s first campaign since the agency launched in July 2019 with a pledge to save clients time and money by involving production much earlier in the creative-buying process.

Andrew Barnard, co-founder of 20something, said: “OVO Energy are a brand with infectious optimism and ambition. We are immensely proud to be part of this significant moment in their history and are even more excited about what is to come.”

The Specialist Works have been OVO Energy’s media agency since 2015 and work across all OVO retail brands.

Dan Hojnik, Head of Planning at The Specialist Works, said: “There are very few genuine opportunities to work with brands such as OVO Energy willing to live their purpose throughout media strategy (and beyond). This campaign is not simply about generating awareness of the initiative, it is about gaining attention and starting a movement by demonstrating behaviour.

“Utilising formats powered by renewable energy, offsetting those that are not and implementing innovative technologies to actively reduce carbon, are just a few of the tactics this campaign will deliver in the coming weeks. We are very excited to see this campaign go live and are very much looking forward to delivering continued support for the OVO Energy movement toward zero carbon.”

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