O2 Priority

O2 Priority - Go Green

The Challenge
As part of O2’s “Go” campaign, which encourages users to try their hand at something new in the wake of lockdown, we were tasked with creating an activation for the “Go Green” aspect of the drive. O2 wanted to bring the campaign to life by making sustainability feel tangible, relevant, and rewarding for everyday mobile users after lockdown. The brief wasn’t just to communicate a sustainability message, but to activate behaviour change — encouraging people to engage with greener lifestyle choices in a way that felt motivating, playful, and directly tied to the O2 Priority experience.

Audience
The focus was on O2 Priority members — But those especially feeling disconnected from nature and the outdoors in the wake of lockdown. Urban, socially engaged consumers with varied interests who were already interacting with the Priority app but hadn’t necessarily connected it with health, sustainability, or real‑world actions. These users respond well to experiences that are immersive, shareable, and feel personally rewarding, not just promotional.

Insight
We recognised that sustainability can sometimes feel abstract or distant. To make “going green” feel immediate and achievable, we needed to turn environmental action into a physical, memorable experience. People were more likely to engage if they could see, touch and take something meaningful away, rather than just read about a message.

Execution
We designed a living billboard built from moss and hundreds of pistachio stems on Shoreditch High Street, which literally grew throughout the campaign. Passers‑by were invited to interact with the installation by taking pieces of wildflower seed paper to plant at home — creating a ripple of engagement beyond the physical site. Priority members received exclusive app rewards, gardening‑related perks, and tutorials, bridging digital loyalty with real‑world action.
The carbon on this campaign was offset, to make GO Green as environmentally friendly as possible.

Results

Over four weeks, the installation drew significant footfall, required twice‑replenishing the seed paper due to demand, and generated strong media and industry attention — including a Gold at the DMA Awards in the telecommunications category and Campaign Magazine’s Ad of the Day, plus a shortlist nod at the UK Experience Awards.