---
title: "2degrees: Sustainable Programmatic DOOH"
description: The 2degrees “Answer the Call” campaign proved programmatic DOOH can be both impactful and low-carbon. As NZ’s first SBTi-verified telco, 2degrees showcased its net-zero commitment by using Scope3-powered Green Curated deals, bold climate visuals, peak-hour targeting, and smart placement across major cities. In just 8 days, it delivered 1.7 million impressions and ranked among the most carbon-efficient DOOH campaigns in NZ.
---

[Members' Hub ](https://www.iab.org.nz/members-hub)

# [2degrees: Sustainable Programmatic DOOH](https://www.iab.org.nz/members-hub/2degrees-sustainable-programmatic-dooh)

 Written by [Admin](https://www.iab.org.nz/members-hub/author/admin) | Jun 9, 2025 3:43:43 AM

Find out how Kiwi Telco 2degrees leveraged low-carbon DOOH and dynamic storytelling with Perion to set a new benchmark in sustainable advertising.

**Core Objective**

 

The primary objective of the 2degrees “Answer the Call” campaign was to demonstrate that programmatic Digital Out-of-Home (DOOH) could be both high-performing and environmentally responsible. As the first New Zealand telco verified by the Science Based Targets Initiative (SBTi), 2degrees aimed to reinforce its leadership in sustainability by executing a carbon-conscious campaign that aligned with its goal of net-zero emissions by 2040.

The campaign also sought to:

- Position 2degrees as an innovator in sustainable media
- Drive consumer engagement with their Community Impact Report
- Prove that emissions-aware advertising could still deliver scale and impact

 

**Solutions**

 

To bring this vision to life, 2degrees implemented a multi-layered programmatic strategy that combined sustainability-first technology, impactful creative, and intelligent media planning.

 

**Green Curated DOOH Deals**

2degrees partnered with OMD NZ and Perion to activate a first-of-its-kind Green Curated campaign, powered by Scope3’s emissions modeling. DOOH screens were selected based on low-carbon impact, ensuring optimal reach with minimal environmental footprint.

 

**Impactful Visual Storytelling**

The creative featured a striking image of a mobile phone frozen in ice—symbolizing climate inaction. The visual served as a call to “Answer the Call” on climate change and directed audiences to engage with 2degrees’ Community Impact Report.

 

**Dayparting Strategy**

Ads were delivered exclusively during peak commuter hours—5 to 10 AM and 4 to 8 PM daily—to maximize visibility and engagement. This ensured that messaging appeared when audiences were most attentive and likely to retain information.

 

**Precision Inventory Targeting**

Placements focused on high-footfall urban centers across Auckland, Wellington, Christchurch, Hamilton, Dunedin, and Tauranga. The strategy ensured carbon-conscious execution while maintaining high impact across key regions.

 

**Results**

 

The campaign delivered exceptional results, proving that sustainability and performance can go hand in hand in programmatic DOOH:

- **1,698,275 impressions** over an 8-day campaign
- **Comparative Sustainability Ranking of 93**, placing the campaign among the most carbon-efficient DOOH activations in New Zealand
- **Significant emissions reduction** via Scope3-powered inventory targeting

By leveraging programmatic efficiency, data-driven media targeting, and powerful creative storytelling, 2degrees redefined what sustainable advertising could look like - without compromising on impact or innovation.

 

<https://www.iab.org.nz/hs/cta/wi/redirect?encryptedPayload=AVxigLKnx%2FhQE4gfmmDJFvYs4Y5WMScwqZv1eiZUCKNAedwM6%2BsazRxVqkQ85et%2FztMFvEhcKoppdrgLXz8LyAC%2B0KXCz0PyKlh5iztLFMrMNH0Vl8DQVvvg%2FCqf1yu4mMuKq4bQzgIaYN76y2j8EhUTu1CNz%2FFq4xcgH83xWGEyAQJ4ucIyx4lFHpxEZxWqJQ4qyUiKVeFERSmBa4FqhR8ZJqgGy6cjKD%2FJGl5sw9h0yQyCrPxzhzI3JXl2G576G5ETeD6Pixjg9VJimh7wyKNYaX82Tl15ZFdOmk1e&webInteractiveContentId=191322421311&portalId=45228924>

 

[View full post](https://www.iab.org.nz/members-hub/2degrees-sustainable-programmatic-dooh)

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