Our partnership with ONE has been intensified recently with the launch of the Instant Hero campaign. As our joint MD Guy is a co-founder, we are all incredibly passionate about spreading the word of the ONE Foundation’s wholly charitable ONE Water, as profits go straight to worthy causes in Africa.
There are a billion people without access to clean drinking water and 100% of profits from ONE Water go directly into funding projects to help eradicate this problem in African countries.
The issue the ONE Foundation was facing was a lack of awareness of the product, so they reached out to their old friends (us) and we developed the “Instant Hero” campaign, which could demonstrate the feel-good factor that comes from a simple transaction.
To demonstrate how easy it is to ‘heroify yourself’ we placed eye-catching advertisements around London transport hotspots depicting everyday people as their alter ego heroic self with superhero-esque overlays.
Always wanted a cape? Some armour to battle your trials and tribulations? The Instant Hero microsite lets you find your superpower and heroify yourself. Through social media engagement this is simplified even further. Just upload your image and share!
We took over King’s Cross and Waterloo giving busy travellers the chance to have a much braver journey than they were probably expecting. We had a photo booth where people could heroify themselves, get a hard copy print of their new alter ego, and share via social media.
ONE Water is available now at Starbucks and promotional staff gave out vouchers for free coffee, as well as temporary Instant Hero tattoos – delivering “human branding” for One throughout the capital.
We wanted to ensure the campaign was truly integrated and punched way beyond its media spend. To help do this, the campaign was extended even further with sponsorship of the XFM Drive Time Show with Dan O’Connell, combined with radio advertising encouraging listeners to enter a competition to win an African Adventure, along with the chance to visit some of One Water’s projects in action. We’ve been pleased by the number of enthusiastic entrants.
With limited budgets for ‘paid-for’ media, we rely heavily on social media to spread our story. We ran a rich organic social campaign supported by social advertising to extend our media reach and build engagement. But that’s not all, we’ve just produced a a viral video to be released in the next few weeks which will feature in the second wave of the campaign. We’ve also comissioned a track by up-and-coming singer/songwriter John Ainsworth which we’ll be distributing in due course to our ‘hero’ supporters. Watch this space.
ONE Water is available in selected coffee shops, delis and supermarkets and you can even pester your own local shopkeeper to become a stockist through the ONE website.