1.
Encourage consumers to save water by educating them about the plight of Britain’s chalk streams, which are more endangered than a Bengal tiger. Affinity Water’s 3.6M customers used 9% more water than the national average and so we needed to change their mindset about their water consumption.
2.
Comedy was used at the heart of a multi-faceted campaign. Launching with a splash, our output included news, experiential and influencer, working alongside a wider agency collective delivering a holistic OOH and radio advertising campaign.
3.
England’s chalk streams are more endangered than a Bengal Tiger. To protect them, Affinity Water, the UK’s largest water-only supplier, wanted to encourage customers to waste less water and save an ambitious 140 million cups of tea worth every single day by 2025. This hugely ambitious target meant our approach had to be unlike anything the water industry had seen before.
The strategy needed to capture the hearts and minds of the nation, especially the south east, and raise awareness of the importance of chalk streams in order to help save water. We launched our campaign with the innovative Stand-up for Our Streams launch event, inviting comedians including Sandi Toksvig and Mark Watson to perform live comedy in a chalk stream. It was supplemented with hardworking media relations, influencer activity, a radio day and also striking experiential activity which saw a giant bathtub touring Affinity’s catchment area.
The results were staggering. We smashed the target of people signing up to the campaign by 41% with over 190k people pledging their support, half of whom requested water saving devices. We landed 85 pieces of national and local coverage, including a double page spread in The Observer and reached 4.8M people. Influencers created 167 pieces of content, 1,386 schools were also targeted and our giant bathtub experiential campaign reached 390k people, a 225% increase from the original target.
This campaign had a quirky hook at its heart and truly created cut-through to ensure that everyone thought differently about their water usage and our chalk streams. A win for Affinity Water, and the environment.
Pier worked tirelessly and their passion for the cause was clear.
Pier, Unit 24, Basepoint Business Centre, 70-72 The Havens, Ransomes Europark, Ipswich, Suffolk, IP3 9BF
Company registration number 06531395
Pier, 77 Farringdon Road, London EC1M 3JU
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