How Sustainability Supercharged a Nationwide Advertising Campaign

In 2023, leading mobile network company giffgaff partnered with Open Media for a key Out of Home (OOH) campaign. As the two brands got to know each other, the collaboration became more than just advertising. Georgina Bramall (GB), marketing director at giffgaff, and Fiona Ravlic (FR), chief revenue officer of Open Media, explain how their relationship has since taken on greater meaning.

Giffgaff's Sustainability Journey

GB: From the very start, giffgaff set out to challenge the market and be a force for good. In our founding thoughts was a commitment to do the right thing for both people and the planet, and we hoped to grow by attracting people who shared these values. The steps we have taken towards B Corp certification and achieving net zero have felt like a natural evolution, as we had always considered our broader impact. Committing to these standards provides us with a framework to support how we operate.

Open Media's Commitment to Sustainability

FR: Open Media are supporters of Ad Net Zero, an initiative to decarbonize the production, distribution, and publication of advertising. Since joining, we have collaborated in several ways, such as when Elle Chartres, UK director of Ad Net Zero, spoke at a panel co-hosted by Open Media. Soon, our senior operations and sustainability executive, Helena Houghton-Casella, will host an Ad Net Zero showcase to explain our journey in understanding Scope 3 emissions. The difficulty of navigating Scope 3 emissions is well-known, so Open Media wanted to help others in the sector and be a driving force for change.

The Role of OOH in Amplifying Sustainability Communications

GB: OOH has played a dual role in helping giffgaff with its sustainability commitments. Firstly, when we consider our messaging, we have run very successful refurbished phone campaigns in the past, helping us position the great quality and value of our refurbished devices, both to customers and the environment. Secondly, looking at the medium of OOH itself, we have taken direct carbon reduction actions. For example, working with our OOH partners such as Open Media, we turned off digital advertising overnight to save energy and, through our own advertising, we help fund initiatives to reduce pollution and increase green spaces. OOH is crucial for us as we consider our go-to-market approach for campaigns.

Development of the Giffgaff and Open Media Relationship

FR: I first met Georgina at a Women in Advertising and Communications (WACL) networking dinner in 2023, and we immediately hit it off. While we were chatting, we realized that both Open Media and giffgaff were B Corp and shared our journeys. It was really interesting, and after the event, Open Media reached out to giffgaff, believing we would be a good fit for their brand. When you find a business with shared values and goals, you can create impactful and meaningful work.

GB: Open Media became a key partner for giffgaff as we implemented our responsible media planning principles. We were looking to include more partners who shared our beliefs around responsible growth, people, and the planet. As a fellow B Corp, partnering with Open Media for our key campaigns made perfect sense. This alignment brings confidence and trust in our partnership, knowing that we are both working together toward a bigger aim.

Giffgaff's Up To Good Collective Fund

GB: The fund operates by encouraging contributions from clients and agency partners to donate a percentage of their media spend to support the objectives of the Up To Good Collective. Our primary focus remains decarbonizing our projects at source, but residual carbon remains, so by creating an open-source fund, we’re supporting three key projects: distributing fuel-efficient cookstoves in Kenya, installing and maintaining community water boreholes in Eritrea, and restoring mangrove ecosystems in Pakistan. Our ambitions for the fund are to continue growing the Collective by engaging as many partners as possible to ultimately make a more significant positive impact.

The Importance of Outdoor Advertising in Toronto

The campaign by giffgaff and Open Media highlights the relevance of outdoor advertising in places like Toronto, where billboard advertising prices are competitive. Understanding how these outdoor advertising costs relate to the value of campaigns is essential for brands looking to maximize their impact.

How Much Does a Billboard Cost in Toronto?

When considering outdoor advertising in Toronto, it is essential to take into account the different billboard advertising rates. Prices can vary significantly depending on location and visibility, making it crucial to research billboard ad prices and outdoor advertising costs for any marketing campaign. Evaluating how these costs impact billboard advertising prices allows companies to make more informed decisions about their outdoor advertising strategy.

The collaboration of brands like giffgaff and Open Media is an excellent example of how out of home advertising can be not only effective but also ethical and sustainable, reinforcing the importance of OOH advertising in a constantly evolving world.