20 July 2023
Ad Store Italia is the creative agency, based in Parma, that has been developing integrated and cross-media communication projects for more than 20 years. The agency leads and coordinates the international development activities of the Ad Store Group of independent creative agencies, now present in 15 countries worldwide on 4 continents.
According to an evaluation commissioned by the agency to ClimatePartner, Ad Store employees’ home-work journeys account for 31.4% of the Corporate Carbon Footprint. Added to this are emissions from the company car fleet (21.9%) and business travel (9.5%). MUV offers Ad Stores a concrete, fun and measurable solution to promote a sustainable, active and responsible lifestyle among their talent.
After defining the creative identity of the tournament, developing the app event and preparing the welcome kit with supporting communication materials for the Ad Store team, we kicked off the Ad Store Tournament on 19 July.
An eight-week phygital competition that sees the agency’s four teams (Sonic Aliens, Cosmo Porks, Astro Pets and Outer Space Creatures) compete in weekly challenges with their sustainable travels. Bicycle, scooter, walking, public transport, train but also car sharing. Trips made during home-work and leisure time will earn points. After the four-week group stage, the teams will move on to the playoffs, with semi-finals and finals. And the level of competition will rise.
Following the principles of edutainment, MUV will launch surprise surveys and quizzes in the app. The goal is to reinforce the culture of sustainability in the company which, if answered correctly, will allow users to earn more points.
The end of the tournament will coincide with European Sustainable Mobility Week in mid-September. It will be a great opportunity to spread the message of more sustainable mobility not only within the agency but in the cities and communities we live in.
As an incentive to participate and support the initiative, Ad Store will award book vouchers to the best players who can distinguish themselves with sustainable space performance.
AD Store community users can be monitored tournament results and impacts in real time on the MUV Game app and on the Live Dashboard. In addition to the CO2 saved, through our calculation method validated by RINA, Ad Store will have at its disposal other data such as sustainable kilometres travelled, calories burned, information related to user engagement and mobility habits. All data will always be provided in anonymous and aggregated form.
MUV values companies that want to contribute to change and engage locally, highlighting the principles and values they believe in, promote and place at the heart of their activities. Together, we can make a difference and contribute to a better future through sustainable mobility choices.
Employees of INAIL, LIST, ISPRA, Fondazione Unipolis, Fondazione CRT and many others have already turned colleagues into sustainable mobility athletes and actively contributed to reducing emissions.