JOLT, Australia’s third-party verified sustainable digital out-of-home and electric vehicle charging network, has partnered with Australian eco-friendly toilet paper brand Who Gives A Crap for a contextual, tongue-in-cheek digital out-of-home (DOOH) campaign.
The campaign, which features across JOLT’s digital out-of-home network, leverages the EV charger company’s progressive, environmentally driven audience, encouraging JOLT’s roadside audiences and EV owners to “Uncrap the world” as they shift from the driver’s seat to the toilet seat.
The innovative campaign messaging was designed to reach drivers in the moment, capturing their attention with impactful and cheeky creative and Who Gives A Crap’s well-established irreverent brand tone, to boost toilet paper subscriptions across Australia.
Since its inception in 2012, Who Gives A Crap has become one of Australia’s leading eco-friendly toilet paper providers.
Customers connect with the brand’s trendy toilet paper coverings, clever marketing, and its commitment to donating 50% of all profits to help build toilets and improve sanitation in the developing world.
Michael Selden, JOLT head of sales and platforms, said the partnership with Who Gives A Crap was a winning combination.
“We’re like-minded brands with a shared vision of driving positive change and creating a greener, cleaner world,” he said.
“The JOLT digital out-of-home model really worked for Who Gives A Crap. It gave them easy access to a savvy, high-value audience, who already prioritise the environment, and allowed them to leverage the dwell time of JOLT’s EV driving customer base, along with broadcast roadside reach.
“With the average driver spending nearly 30 minutes charging their vehicle, it provided ample time for the brand to capture customer attention and drive conversion around toilet paper subscriptions.
“It shows JOLT’s ability to empower aligned brands to effectively target roadside audiences, while offering unmatched engagement and return on investment opportunities,” Selden added.
The Who Gives A Crap campaign is currently running across the JOLT’s digital out-of-home advertising network in Sydney, Melbourne, Adelaide and Brisbane.