19/11/2024
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Marking the first targeted, data-driven campaign collaboration between two B Corp media owners, Open Media and Mobsta have united to develop a hyper-targeted campaign on behalf of the German National Tourist Office UK & Ireland (GNTO).
The campaign – which seeks to establish a powerful blueprint for the media industry and aims to improve media’s role within the advertising chain – is designed to reach sustainably-minded consumers and encourage positive behaviour change among consumers within the travel and tourism sector.
Recognised as the fourth most sustainable country in the UN, Germany has long demonstrated its commitment to sustainability, developing world-class initiatives and state-of-the-art infrastructure which seamlessly integrates innovation, eco-conscious practices and affordability.
The country has developed a wide range of practical initiatives such as a €49 per month nationwide public transport ticket, enabling cost-effective and sustainable travel across the country. This initiative, coupled with free local transport (often included with hotel stays) and over 100,000 kilometres of cycle paths, ensures that sustainable tourism is accessible to all visiting the country.
Moreover, cities such as Freiburg and Hamburg exemplify the country’s ongoing commitment to creating energy-efficient destinations, combining outdoor spaces and environmentally conscious design. This includes the creation of purpose-built roof gardens in Hamburg to promote biodiversity and the development of plus-energy architecture in Freiburg, with the city also home to the very first plus-energy house in the world, The Heliotrope.
This month, Open Media and Mobsta are bringing together their unique offerings in digital out-of-home (DOOH) and behaviourally informed geo-contextual mobile display advertising respectively, to amplify the ‘Simply Feel Good” campaign message, while equipping consumers with the tools to enable and encourage sustainable travel in Germany.
This includes signposting visitors to a certified list of sustainable accommodation options, ensuring visitors can plan their stays and enjoy trips responsibly with a “Simply Feel Good” peace of mind.
By harnessing data from Starcount’s market-leading intelligence platform, Open Media and Mobsta worked together to determine the optimum out-of-home (OOH) locations to reach the audiences in the right mindset, with a focus on reaching sustainably minded travellers, selecting sites most likely to over-index against those interested in travel and equally, sustainability.
This insight helped refine the campaign’s focus to sites within two of Open Media’s DOOH networks (Open Connect and Open D48) across five major UK cities: London, Sheffield, Newcastle, Liverpool, and Manchester. This data-intelligence approach was then applied to Mobsta’s behaviourally informed geo-contextual advertising capability, utilising location-based retargeting to drive further awareness and frequency at scale.
Open Media and Mobsta have long proven their commitment to building a sustainable media landscape, founded on a shared principle that prioritises the planet, as well as profit. They are bringing to market revolutionary, sustainable advertising solutions that deliver first-in-class results for clients while reducing the industry’s overall impact.
As the first B Corp certified media owner in OOH in the UK and Europe, Open Media has continued to pioneer sustainability initiatives that help to reduce the impact of OOH advertising. This includes developing a unique-play, data-driven carbon calculator in partnership with UniLED, giving brands the ability to track and measure the “in-use” emissions of a campaign. Moreover, Open’s partnership with offsetting partner, Ecologi takes this one step further by presenting clients with the solution to offset campaign emissions effectively.
Specifically, this campaign will become the first travel and tourism campaign to utilise these two sustainability offerings, marking an exciting step for the industry.
Sharing these same principles, Mobsta has also firmly cemented itself as a leader in sustainability within the media industry. Since becoming B Corp certified in 2022, Mobsta has too furthered its work in this area. The business has committed to reaching Net Zero by 2050 in line with SBTi, while declaring key targets which seek to reduce the business’ Scope 1 and Scope 2 GHG emissions by 2030 (by 42% in the next 5 years).
Through this campaign, Open Media and Mobsta’s partnership illustrates how B Corp media owners can lead the way in responsible advertising. The campaign sets a precedent with a sustainable, data-backed approach that benefits both clients and the planet. More broadly, this collaboration addresses action three of Ad Net Zero’s 5-step action plan, by reducing the emissions generated from the campaign’s media planning and buying.
Together, Open Media and Mobsta are collectively reshaping advertising with a commitment to long-term change.
Established in 2010, Mobsta is a media owner specialising in geo-contextual omnichannel activation fuelled by behavioural and consumer data to deliver first-in-class location-powered advertising campaigns. As a B Corp-certified business, Mobsta puts people and planet alongside profit through sustainable media buying and responsible practices.
