Australian Ethical.
Australian Ethical Superannuation has released a sustainability focused OOH advertising campaign via oOh!media.
Partnering with Australian Ethical’s media agency, Benedictus Media, each element of the campaign was planned with environmental considerations at the forefront.
“This campaign shows what’s possible in OOH when sustainability is considered from the very beginning,” oOh! Group director ESG Sarah Young said.
“From targeting sites on renewable energy to creative testing and the use of recyclable materials, every detail was carefully thought through.
“It’s a significant milestone for oOh! and a clear example of how our industry can continue to drive towards more sustainable media solutions, without compromising audience impact or effectiveness.”
Running in Sydney, Melbourne, Brisbane and Perth, it featured on more than 720 advertising sites across Road and Street, blending digital and classic sites.
The campaign utilised oOh!’s network of more than 15,000 sites solar-powered sites or through GreenPower - the government-accredited renewable energy purchasing programme.
“Our Ethical Charter guides everything we do including how we invest to build our brand,” Australian Ethical head of brand and communications Emma Grainge said.
“It’s been great working with oOh! and together executing the out of home stream of our latest campaign in a way that reflects our values.”
Large format classic billboards were produced using EcoBanner, offering a 100% capable recycling solution.
oOh! tested Australian Ethical’s digital creative prior to launch, to help inform decisions on the impact of campaign colour use on energy consumption.
oOh! has also carried out a full post-campaign emission analysis which shows an 84% savings in electricity-related emissions.
Benedictus Media founder Phil Benedictus said when oOh! introduced them to its growing suite of sustainable solutions, Australian Ethical was the obvious client to embrace them.
“We’re proud to have worked with oOh! to create a campaign that not only met communications objectives but also set a new bar for what is possible in responsible, sustainable Out of Home advertising,” Benedictus said.
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