Title	THE MOST CO2-FRIENDLY ROUTE
Brand	NESTE
Product/Service	NESTE FUELS
Category	A04. Data Storytelling
Entrant	HASAN & PARTNERS Helsinki, FINLAND
Idea Creation	HASAN & PARTNERS Helsinki, FINLAND
Media Placement	HASAN & PARTNERS Helsinki, FINLAND
PR	HASAN & PARTNERS Helsinki, FINLAND
Production	HASAN & PARTNERS Helsinki, FINLAND
Post Production	HASAN & PARTNERS Helsinki, FINLAND

Name	Company	Position
olessia kozlova	hasan & partners oy	startegic planner
Tobias Wacker	hasan & partners oy	ECD
Marc Stevenson	hasan & partners oy	Executive Producer
Henna Siitonen	hasan & partners oy	Visual artist
Pekka Haimi	hasan & partners oy	data planner
Marika Rönkkö	hasan & partners oy	Project Manager
Saara Torri	hasan & partners oy	Communications Manager

Why is this work relevant for Creative Data?

With the help of data we discovered that most navigation systems default routes are not the most co2 friendly ones. Meaning that navigation systems provide us the wrong option for the environment. It leads to the fact that people tend to lean on the fastest or shortest route – which are not always the most co2-friendly ones. Data helped to not only prove that our behavior can and should be changed but also showed the concrete impact of the most co2 -friendly route.

Background

While working on Neste’s consumer app, we investigated different insights and starting points for differentiation, one of them being the thought of more conscious driving habits. The insight we found: navigation systems provide the shortest or fastest route as default option – but not the most co2-friendly one. Thus often providing us the wrong option for the environment. Just by choosing the right route, drivers can save tons of co2 emissions. 1. First objective was to raise this significant insight globally and utilise it to drive a behavior change. We targeted people through global and local media – the first step to behavioral change is to bring attention to the subject and make people aware of. 2. The second objective was to position Neste as a modern company reflecting their long-term strategic transition from oil refinery to a global leader in renewable and circular solutions.

Describe the Creative idea / data solution (20% of vote)

We created a strategic partnership with HERE Technologies, PTV Group and VTT, the Technical Research Centre of Finland, in order to turn the data into a concrete initiative. We measured emissions of different routing options in the Helsinki region. Then VTT analyzed the data. HERE and PTV used machine learning to further scale the data and simulate the effect on traffic emissions. The outcome was clear: in 30 % of cases, the default route that the navigation systems provided was not optimal for the environment. Choosing the most co2-friendly route resulted in a 6.36% reduction of fuel consumption and in ideal conditions up to 13%. When scaling these results, drivers could reduce co2 emissions yearly by 81000 tons in the Helsinki region, equaling the total emissions of 20 000 inhabitants. We opened the data findings for everyone to see on the website and spread our message through a press

Describe the data driven strategy (30% of vote)

STRATEGY: The strategy was to first prove with the help of data that the most navigation systems don’t provide the most co2 friendly route. Then to show how much co2 emissions savings this solution would bring. Lastly, the strategy was to demonstrate the impact of the savings of the most co2 -friendly in different cities. HOW: We gathered over 50 000 data points from the streets of Helsinki through OBD-readers installed in drivers cars. The data was analysed by VTT via multiparameter analysis. Simulation and machine learning was used by HERE Technologies and PTV to ensure scalability. The entire research was published to drive behavior change on the website and through a press release. We targeted the automotive industry, Neste core markets and national media.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

Data gathered from OBD readers and from multiparameter analysis gave us concrete results: ⅓ of the cases were not optimal from an environmental perspective and choosing the most co2-friendly route resulted in 6.36 % of fuel consumption. The results cry out for a default to CO2-friendly routes, so we started to make this research public, and shared it with sat nav developers, calling on them to review their route algorithms to help combat climate change. The machine learning and simulation by HERE Technologies and PTV provided us the scalability: we were able to show that the impact is huge on a global scale. This gave the creative work a global perspective making it more interesting. With the data we are able to co2-friendly route to become a norm, not just a campaign.

List the data driven results (20% of vote)

Our findings: in 30 % of the cases, sat nav systems don’t provide the most co2-friendly route, 81 000 tons of emissions can be saved in the Helsinki region annually which equals emissions of 20 000 inhabitants. The most co2-friendly route resulted in a 6.36 % of reduction in fuel consumption. When scaling these results it would mean savings of 100000 tons of co2 emissions in San Francisco and 54000 tons in Stockholm. Our findings became news: With over 90 media hits and a reach of 138 million we managed to spark global discussion in 10 markets, especially in Neste’s core markets. People started to rethink their driving habits in social media. Neste doubled their amount of app downloads and refreshed the image of a traditional oil refinery towards modern - a global leader in renewable and circular solutions.