Case study – Objective: Prompt action
The world has started to open its eyes to climate change and the impact humans are having on our planet. However, there is still a reluctance to consciously save water, despite reduced rainfall for three consecutive years. In the UK, only 29% of people actively seek to reduce water usage, due to plenty of counterarguments such as the UK having plenty of rain and literally being surrounded by water. Thames Water set about changing the narrative around water usage.
Launched on World Water Day, Thames Water teamed up with Mail Metro Media to start turning the tide. Across the publisher’s news brands, the partnership used geo-targeting, multiple executions, tactical ads around relevant content such as weather and articles about climate change, together with paid content and advertorials to stimulate a step-change in water saving behaviour.
The results were impressive. One million Thames Water customers took some form of action in response to the campaign. It also prompted a 10% uplift in visitors to Thames Water’s Water Efficiency Calculator webpage, with 54,472 water saving device orders, potentially leading to an ongoing saving of 618,052L/day.