Ovo ‘The Greener Grid’ – programmatic delivery signals the greenest times of day to use energy across Out-of-Home

Client: Ovo

Ovo launched Out-of-Home to raise awareness that greener moments exist, connecting Ovo’s Greener Grid API to programmatic buying technology which only bid on very green and green energy moments with the message, “If you’re reading this, it’s a greener time to use energy.”

The pioneering idea originated from media planning and buying agency Goodstuff and was more than a year in the making alongside key partners in Saatchi & Saatchi, Assembly Hivestack, JCDecaux UK and, of course, OVO. Activated in over 2,600 live sites with JCDecaux UK, Ovo’s ads were shown within an hour of the data being generated. Ovo’s campaign only appeared when the National Grid used the greenest mix of energy sources possible; the greener the sources, the more Ovo’s campaign activated in real-time. The campaign appeared across roadside, retail and rail environments, bringing important results for Ovo across a range of key brand and ESG metrics and playing a key part in shifting people’s behaviour from passively consuming energy throughout the day to actively choosing greener moments.