HYPR, the O2O platform, together with climatetech Moss, have developed a business model that allows neutralizing CO2 emissions from digital advertising through blockchain carbon credits. With the support of the iProspect agency, around 310 tons of CO2 were neutralized, an amount equivalent to more than 44,000 preserved trees, referring to the campaign Heineken Green Your Cityaired on multiple digital channels from October to December 2022.
Created to house projects in the areas of sustainability and culture, the Green Your City platform has commitments that involve the pillars of more sustainable cities, circular economy and responsible consumption, and encompasses the brand’s four major sustainability goals by 2030:
- Renewable energy: 50% of Heineken points of sale in 19 capitals will have renewable energy by 2030. The brand acts as a bridge and multiplier in the conversion to sustainable energy sources;
- Circularity: 80% of Heineken’s glass packaging will be circular by 2030. Implement a circular economy system for packaging, especially for bottles long necksis a priority commitment for the brand;
- Microflorestas: In partnership with the Floresta de Bolso project, Heineken® will implement urban microforests in 19 capitals in the country by 2030. The green pockets will collaborate to improve air quality, maintain the climate, control floods and regenerate the original biome;
- Responsible Consumption: Since 2010, Heineken has invested 10% of all its marketing in responsible consumption actions. The launch of Heineken 0.0 represents a strong incentive for this change in behavior. And, by 2030, efforts will be multiplied so that no consumer takes the wheel of a car after ingesting a Heineken.
For this reason, the company started looking for partners with the same purposes in its value chain – including digital advertising. Through the agency iProspect, HYPR and Moss calculated the CO2 emissions related to the campaign Green Your City on digital channels, neutralizing this impact through carbon credits that benefit Amazon forest conservation projects.
According to Lucas Callile, media director at iProspect, “the objective of the initiative is to generate a positive impact on the advertising industry, through the adoption of new workflows that consider sustainability as a business premise. Our industry plays an essential role in the process of transforming advertisers, and iProspect will continue to work to build a better future for generations to come.”
Melina Domingos, Head of Sustainability Strategy and Culture for the Heineken brand, says:
“The Green Your City platform guides Heineken’s main actions. We have ambitious sustainability goals and, in order to achieve them, this work model that reflects our environmental responsibility goes through all fronts of the projects, including the concern with the positive impact of our campaigns.”
The problem
Globally, major brands of consumer goods, cosmetics, automobiles, among other industries, are already working to measure and neutralize CO2 emissions. In addition to the efforts of the industrial and logistics areas, marketing teams now also have the challenge of mapping scope 3 emissions from media operations, in order to reduce this impact.
In the milliseconds it takes for a digital ad to appear, dozens of companies dialogue to calculate which ad should be delivered to each person.
According to Cesar Moura, director of HYPR:
“In the digital media buying process, multiple servers come into play, working to identify which ad should be delivered to each person, consuming electricity to feed this long value chain. To make the scale of the problem tangible, the NYSE, the US stock exchange, currently processes between 3 and 6 billion transactions a day. The digital advertising ecosystem generates 100x more volume.”
How it works?
HYPR uses a methodology that calculates and measures the emission of GHGs (Greenhouse Gases) from the advertisers’ digital media plan and indicates the volume necessary to neutralize the impact.
Based on the analysis, companies can offset CO2 emissions by purchasing carbon credits, with each unit representing a ton of greenhouse gases that are no longer emitted into the atmosphere.
Since March 2020, Moss and its customers have transacted more than 4 million carbon credits that have helped conserve approximately 650 million trees in the Amazon through internationally certified and audited projects.
Luis Adaime, Founder and CEO of Moss, says:
“We believe in a market solution to mitigate the effects of greenhouse gases on global warming. An advanced carbon credit market contributes to sustainable development, and Brazil has the duty and privilege to be the natural global leader in this sector.”
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