OUR WATER – SEVERN TRENT

CHALLENGE

With decreasing rainfall, rising temperatures, a growing population and leaky pipes, it’s somewhat staggering to think that by 2050 it is more than likely that we could turn on our taps, go to flush our toilets, hit the start buttons on our washing machines and nothing will happen. But that is actually what we are all facing.

With this in mind, Severn Trent challenged us to get the people of their region to change their water consumption behaviours and start cherishing their water.

SOLUTION

Water. It’s precious. But we can all take it a little for granted. We set out to make the people of Severn Trent as proud of what comes out of their taps, as they are of their region – because after all, it’s not just water, it’s our water.

Severn Trent work tirelessly to look after the water of the region. But if they were going to beat looming water shortages, and keep it as clean and green and possible – they were going to need everyone’s help.

Our TV ad broadcast on tellies from Tewkesbury to Telford (and everywhere in between), fostering a sense of shared ownership, and responsibility for its H2O. Voiced by local lad, Darren Harriott, the spot and accompanying radio ads aim to get the region cherishing and doing right by their water.

RESULTS

By year end, 85% of those researched felt warmer towards Severn Trent with Trust in Severn Trent at 90%. 76% stated they were more likely to save water as a result of our marketing strategy and 78% likely to reduce shower time.

During a twelve week, year on year evaluation, in just one part of the region, water demand had fallen by almost 50 million litres, equating to 200 million litres per year. Equally there was a 220% increase in customers attending to their pipes and drains.

But, even more remarkably – having begun the period in ninth place on CmEx, the year didn’t just end with a podium finish but with Severn Trent in the number one position.