With 100% of profits from One Water funding life changing water projects in the world's harshest regions, we knew that most people would switch to One from other water brands if they were made aware of it.
One compelling idea
We developed an engaging and disruptive awareness campaign on a very tight budget.
Unusually for a charity campaign, our creative didn’t focus on the problem, but the solution – namely the day-to-day buyers of One Water. Our campaign proposition was ‘Instant Hero – Just Add Water’.
Activity outperformed all expectations with over 40m impacts via advertising. We also achieved over 50% engagement with the feature-rich campaign microsite, which helped extend the reach via Social Media.
Anybody can become a hero by buying One. So we took photos of everyday people and ‘heroified’ them with fun, hand-drawn effects and then shared the results. It was a campaign idea that everyone could get involved in.
We used a variety of media channels to campaign our message. A clear, consistent campaign identify ensured integration across media.
We used innovative media such as digital display panels and 'clean graffiti' to bring the campaign thought to life.
We worked hard to drive engagement levels with our target audience. We received thousands of entries to our on pack promotion. And the unique content and games we developed for the microsite and our Facebook page helped embed our story and drive social sharing. We even leveraged our supporters to drive listings!
Extending reach through radio
We took the campaign to the airwaves, combining traditional advertising with sponsorship of the XFM Drive Time show and a radio promotion. The XFM DJ's even got stuck in with our social content!
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