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With increasing pressure on us all to take an active role in combating climate change, Wessex Water were keen to educate their large and diverse customer base with a series of water-saving measures whilst also a promoting a sense of shared environmental responsibility.

Our brief was to deliver a campaign with a strong brand message to; gain more trust and advocacy, improve their overall perception, whilst also encouraging a change in customer behaviour to address water-saving measures.

The challenge was to reach 1.3 million customers without appearing too lavish or spending too much bill payers’ money. Competitors were typically using linear TV advertising, however, our strategy was for a more considered, cost-effective multi-media approach, to bring the brand messages to life by implementing a targeted out of home campaign, supported by on demand TV platforms.

Independent research was commissioned to measure the effectiveness, understand the impact and measure key metrics and learnings. The campaign proved a massive success with an uplift in all positive associations between pre and post-ad viewing, a positive shift in NPS scores and a positive influence on consumer attitudes. ‘Save water’ was the strongest takeout with 1 in 3 consumers recalling ties with environmental concerns/drivers.

Consumers praised the campaign for its engaging content, informativeness and clear messaging. Our solution effectively maximised the campaign’s exposure, helped promote and influence a change in consumer behaviour and increased trust and advocacy of the Wessex Water brand.