Title | CARBON THUMBPRINT CAMPAIGN |
Brand | BELONG |
Product / Service | CARBON NEUTRAL MOBILE AND INTERNET |
Category | D01. Data Strategy |
Entrant | BELONG Melbourne, AUSTRALIA |
Idea Creation | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Production | COLLIDER Melbourne, AUSTRALIA |
Post Production | FIN DESIGN & EFFECTS Melbourne, AUSTRALIA |
Post Production 2 | SQUEAK E. CLEAN STUDIOS MELBOURNE, AUSTRALIA |
Post Production 3 | RISK SOUND Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Adrian Mills | Deloitte Digital | Creative, Brand & Advertising Partner |
Matt Lawson | Deloitte Digital | Chief Creative Officer & Partner |
Charles Baylis | Deloitte Digital | Executive Creative Director |
Rob Weir | Deloitte Digital | Head of Motion and Production |
Gustavo Vampre | Deloitte Digital | Creative Director |
Britton Upchurch | Deloitte Digital | Copywriter |
Kyle Lotherington | Deloitte Digital | Designer |
Marlese Sloan | Deloitte Digital | Producer |
Morgan Collins | Deloitte Digital | Group Account Director |
Natalie Ng | Deloitte Digital | Account Manager |
Wibishana Rockwood | Deloitte | Director, Sustainability Services |
Ben Symons | Deloitte | Manager Strategic Reputation and Risk |
Kelly Schulz | Belong | Customer protagonist |
Leanne Boyd | Belong | Brand and Strategy lead |
Clare Taylor | Belong | Brand Orchestrator |
Peng Lee | Belong | Business Performance Lead |
Thelma Austin | Belong | Cultural Jedi |
Damon Cameron | Collider | Production Director |
Olivia Hantken | Collider | Executive Producer |
Ellie Craven | Collider | Production Manager |
Matt Chang | Collider | Drone Operator |
Adam Wills | Collider | Editor |
Alastair Stephen | Fin Design + Effects | Executive Visual Effects Producer |
Stuart White | Fin Design + Effects | VFX Supervisor |
Mikey Smith | Fin Design + Effects | VFX Supervisor |
Emily Newbould | Fin Design + Effects | VFX Producer |
Abigail Sie | Squeak E Clean | Sound Engineer |
Meg Drummond | Squeak E Clean | Producer |
Dee Gjedsted | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
kate Gibson | Risk Sound | Producer |
Sally McManus | Risk Sound | Producer |
The Carbon Thumbprint campaign is essentially a purpose driven switching campaign that uses data driven tactical messages, experiences and media to drive direct sales. In addition, these sales go to directly reducing the impact of data emissions on the environment Australia.
10% of the world’s energy goes into running the internet. And barely anyone knows it. Belong, a digital first Australian telco is committed to being a leading Australia’s environmental transformation and in 2020, they became the first Carbon Neutral accredited telco in Australia. The only issue was that no one thought of their mobile network as a source of CO2.
HARNESSING DATA TO REDUCE DATA EMISSIONS To help sell the solution and drive customers growth, we had to give people a way to talk about the problem. So we created a powerful new way to understand the impact of your digital and mobile data impact. The Carbon Thumbprint: each individual’s personal CO2 output created by their data use every year.
Working with Australia’s leading economists and sustainability experts, we created a formula that translates network usage to CO2 emissions. This formula unlocked an awareness campaign that spanned every media type. We launched with an integrated campaign introducing the concept of the Carbon Thumbprint which lead to viewers to the Carbon Thumbprint app. This app converts your mobile network usage into an amount of CO2, so you can see your personal data emissions. What’s more, the app displays your Carbon Thumbprint to scale using Augmented Reality and then directs you to neutralise your impact by switching to Belong.
So you can see your effect on the environment, in your environment. - The network usage formula allowed us to measure every media moment, showing people the Carbon Thumbprint of websites, social media, online video, podcasts and more. The idea brought together economists, creatives and developers for a creative campaign backed by rigorous data. Each step drove viewers to neutralise their Carbon Thumbprint by switching to Belong.
The campaign's creative use of data brought the truth to life in a way that got people’s attention, turned customers into advocates and helped to neutralise tonnes and tonnes of CO2. Since launch, sales of carbon neutral products have exceeded 95,000 units, removing 50,000kgs of potential CO2 emissions.
The use of data is fundamental to this campaign. Firstly, we had to build a model to understand the conversion of data usage into CO2 creation, within the context of the Belong business in Australia. This essentially means that we needed to know the total emissions of Belong before we could break that down into individual impact per customer. Then, we effectively had to weigh individual components of the internet, to understand how much impact each execution within the campaign would make when viewed by an audience. The data required to view these pieces was then revealed in each execution, helping the audience understand in the moment, the effect of inaction. This has created a campaign with stunning impact.