ABOUT THE AGENCIES BEHIND THE WORK

Goodstuff is the UK’s leading media planning and buying agency. Our combination of entrepreneurial ownership, a comms planning heritage and an unrestrained, transparent trading approach gives us the ability to deliver inventive media solutions that no one else can.

Assembly Global is a modern agency delivering a market-leading global omnichannel media offering, powered by data, technology and business consulting solutions to find the change that fuels growth for the best brands in the world.

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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With the constant rise in the cost of living, people are pinching pennies and struggling to find ways to sustainably meet their personal demands. But what if you didn’t have to decide between saving money and helping the environment?

Goodstuff and Assembly Global partnered with OVO Energy, the UK’s second largest energy supplier, to encourage users to shift their energy use out of peak energy times. Powered by a proprietary green bidding technology built by Assembly and Goodstuff, the “Greener Grid,” serves ads in greener moments, letting passerby’s know when to cut carbon emissions and contribute to a better energy system.

Our Approach to Transformation

To better understand when to “plug in,” Greener Grid, a dynamic out-of-home campaign, displays the perfect opportunities to engage in sustainable moments and reduce carbon impact. Powered by generative AI and real-time API data from the National Grid, the campaign rewards customers for shifting energy usage out of peak energy times (4-7pm, weekdays), to times when the grid is greener, cleaner and powered by renewable energy. Sustainable messaging — “If you’re seeing this, it’s a greener time to use energy” — only appears when the grid is running on renewable energy, letting users know now’s the time to make a greener decision.

Through Assembly and Goodstuff’s AI-powered STAGE technology, we created a custom algorithm to fuel programmatic buying and automatically bid when the grid is greener, updated every 30 minutes, with more spend made available when the grid is at its greenest. Millions of energy choices are made every single day, and OVO Energy Forecast empowers customers to make those choices, leveraging data and technology to help them use less energy.

Our Impact

The industry-first digital billboards empower “greener moments” on a seemingly ordinary platform in a uniquely creative way. OVO’s ads were featured on more than 2,600 screens across the UK, from digital six-sheets to large formats across roadside, rail, and shopping centers, as part of the brands broader Power Move campaign.

• Nearly 17,000 people signed up to OVO’s Power Move during the two-month campaign period, bringing a 3x increase in traffic to the product page.
• As for the planet, 681,521 kWh of electricity was shifted, which is enough to power 252 houses for an entire year.
• 1 metric tonnes of carbon were avoided.

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.