Mastercard and Octagon collaborated with the environmental platform for two of the most prestigious golf events in the world to raise both awareness and funds for the Priceless Planet Coalition (PPC) reforestation programs. The joint effort, known as The Open Water Project, targeted the more than 300,000 attendees of The Open and AIG Women's Open. Through promoting small acts, the project allowed these golf fans uncomplicated ways to engage with and support the cause while enjoying the historic sporting event.
The R&A, organizers of The Open and AIG Women's Open, and Mastercard have worked together snce 2021 on a shared vision that desires to transition to low carbon solutions and recognizes reforestation as a significant carbon offset opportunity. In its third year, The Open Water Project continues its sustainability journey with a global impact where everyone can play a part.
Launched in January 2020, Mastercard's Priceless Planet Coalition unites the efforts of consumers, finanicial institutions, merchants, and cities to fight climate change through the restoration of one hundred million trees over five years - together with climate science and forest restoration experts Conservation International (CI) and World Resource Institute (WRI). Mastercard seeks to improve upon the positive environmental effect on this initiative by adding a certified reforestation programme, and by bringing a range of marketing assets to enhance visibility and awareness of this platform.
The Open Water Project educated and motivated golf fans to get involved through several avenues including phased content, merchandise, influencer integrations, media coverage and fundraising.
Short-Form Content:
- An inspiring pre-event video embedded on the event websites reintroduced the on-going initiative and communicated results that have been achieved to date. This content featured several Mastercard golf ambassadors, Shane Lowry, Justin Rose, and Annika Sörenstam to provide credibility and impact to the initiative. This piece also ran on-site throughout both events.
- For the event week, a number of short form videos were created including one featuring Mastercard golf ambassador, Max Homa, that reinforced the importance of the PPC. The clip was promoted to millions of followers via the individual brand, golf ambassadors, and the event social channels.
Influencer Engagement:
- Mastercard engaged several golf ambassadors to share the message of the Priceless Planet Coalition including Viktor Hovland, Shane Lowry, Cameron Young, Sam Burns and Brooke Henderson, as well as presenter, Jazzy Golfer.
Reduction of Waste:
- Fans were encouraged to bring their own reusable water bottles or to purchase one of three limited edition, Mastercard, PPC and event co-branded refillable water bottles – the Player’s Edition bottles at £40 could be purchased from The Open merchandise shops or online and the Junior bottles at £7.50 were sold at on-site, stand-alone kiosks. Point-of-purchase signage reiterated the PPC cause and donation with purchase.
- At both The Open and AIG Women’s, the project deployed a total of 19 branded refillable water stations across the event footprint - with more than 40 individual dispensers. The free stations discouraged the use of one-time use plastic water bottles by providing attendees unlimited free, chilled water and encouraging adopting multi-use bottles instead. The units featured messaging that highlighted the mission of the PPC and well as the nominal cost to fund planting a single tree.
- The water stations also provided a QR code that led attendees to back the Mastercard pages on the respective event websites.
Donation Mechanisms:
The Open Water Project promoted a £1.50 donation as the approximate cost of planting a single tree as advised by Conservation International, the planting partner behind the programme.
- On-line donation widget
- Promoted through the event websites, social content and the on-site water stations, the donation widget provided secure mechanism for contributing to the PPC cause whether attending the events in person or not.
- Retail purchase opt-in donation
- At all event merchandise shops, event fans were given the fast and easy option to contribute at the physical check out with technology created by a Mastercard Cause Enablement partner, Pennies.
- Water station ‘tap &pay’ donations
- The on-site water stations were also equipped with contactless “tap & pay” units to receive a pre-set amount of £1.50. Messaging on the dispensers alerted attendees that donations made would be matched by Mastercard.
- Water bottle purchase auto-donation
- The purchase of any water bottle onsite at the event automatically contributed £1.50 to the initiative.
The Open Water Project has made great strides during the overall collaboration by planting approximately 80,000 trees in total and saving approximately half a million water bottles since 2020.
In 2023 alone, The Open Water Project at The Open and AIG Women’s Open yielded the following results:
- 15,000 trees planted as a result from water bottle sales and donations via the widget online, tap & pay and the Pennies donation mechanic integrated in The Shop.
- Across both events, over 100,000 single use bottles were avoided.
- 50,000 litres of purified water dispensed.
- Over 10,000 reusable water bottles sold.
