2degrees: Sustainable Programmatic DOOH
Objective
The primary objective of the 2degrees “Answer the Call” campaign was to demonstrate that programmatic Digital Out-of-Home (DOOH) could be both high-performing and environmentally responsible. As the first New Zealand telco verified by the Science Based Targets Initiative (SBTi), 2degrees aimed to reinforce its leadership in sustainability by executing a carbon-conscious campaign that aligned with its goal of net-zero emissions by 2040.
The campaign also sought to:
- Position 2degrees as an innovator in sustainable media
- Drive consumer engagement with their Community Impact Report
- Prove that emissions-aware advertising could still deliver scale and impact
Solutions
To bring this vision to life, 2degrees implemented a multi-layered programmatic strategy that combined sustainability-first technology, impactful creative, and intelligent media planning.
Green Curated DOOH Deals
2degrees partnered with OMD NZ and Perion to activate a first-of-its-kind Green Curated campaign, powered by Scope3’s emissions modeling. DOOH screens were selected based on low-carbon impact, ensuring optimal reach with minimal environmental footprint.
Impactful Visual Storytelling
The creative featured a striking image of a mobile phone frozen in ice—symbolizing climate inaction. The visual served as a call to “Answer the Call” on climate change and directed audiences to engage with 2degrees’ Community Impact Report.
Dayparting Strategy
Ads were delivered exclusively during peak commuter hours—5 to 10 AM and 4 to 8 PM daily—to maximize visibility and engagement. This ensured that messaging appeared when audiences were most attentive and likely to retain information.
Precision Inventory Targeting
Placements focused on high-footfall urban centers across Auckland, Wellington, Christchurch, Hamilton, Dunedin, and Tauranga. The strategy ensured carbon-conscious execution while maintaining high impact across key regions.
Results
The campaign delivered exceptional results, proving that sustainability and performance can go hand in hand in programmatic DOOH.
- 1,698,275 impressions over an 8-day campaign
Comparative Sustainability Ranking of 93, placing the campaign among the most carbon-efficient DOOH activations in New Zealand - Significant emissions reduction via Scope3-powered inventory targeting
By leveraging programmatic efficiency, data-driven media targeting, and powerful creative storytelling, 2degrees redefined what sustainable advertising could look like—without compromising on impact or innovation.
