The most CO2-friendly route

Data, Technology, Machine Learning, Partnership, PR, Campaign

Starting point

Neste aims to help their customers reduce greenhouse gas emissions with renewable and circular solutions by at least 20 million tons annually by 2030. As we drilled into this challenge together in the context of the Neste App we identified that navigation systems provide the shortest and fastest route as default option – but not the most CO2 friendly route. Our first objective together was to raise this significant insight globally and utilise it to drive behavior change. Second objective was to strengthen Neste’s position as a modern company reflecting their long term strategic transition to a global leader in renewable and circular solutions.


We brought together Neste's internal and external partners with the goal to reduce CO2 traffic emissions. 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 and 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 from an environmental aspect. Choosing the most CO2-friendly route resulted in 6.36 % reduction of fuel consumption and in ideal conditions up to 13 %. When scaling these results, drivers could reduce CO2 emissions yearly by 81 000 tons in the Helsinki region, equaling the total emissions of 20 000 inhabitants. When scaling these results it would mean savings of 100000 tons of CO2 emissions in San Francisco and 54000 tons in Stockholm.


When we had the data it was time to bring attention to the subject and make people aware of it. We reached people through global and local media and 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 refreshed the image of a traditional oil refinery towards modern -  a global leader in renewable and circular solutions.


Neste Oy


Renewables & Environment



Type of work

Machine Learning

Client description

Neste is constantly looking for new solutions to reduce emissions and combat climate change. It refines waste, residues and innovative raw materials into renewable fuels and sustainable feedstock for plastics and other materials. Neste is the world’s leading producer of renewable diesel and sustainable aviation fuel, developing chemical recycling to combat the plastic waste challenge.