Affinity Water, the UK’s largest water-only provider, has launched the subsequent part of its award-winning Save Our Streams (SOS) initiative, which goals to make sustainable water utilization second nature.
Now in its second yr, the built-in marketing campaign is aiming to drive down particular person water wastage and minimise the environmental influence on our uncommon chalk streams, by serving to households recognise the easy steps they’ll take to avoid wasting water, get monetary savings, and save our streams.
The Save our Streams initiative launches with a brand new promoting marketing campaign which brings to life Affinity Water’s new model mascot “Duck,” voiced by comic Joe Wilkinson. The artistic by Supernova, the7stars, is directed by Simon Willows, extremely regarded in mixing animated creatures and characters with dwell motion and sees Duck journey by means of totally different rooms of an everyday family, providing the household recommendation and useful reminders, to assist them preserve water.
The marketing campaign media, purchased by the7stars, invests in extremely focused BVOD (Broadcaster Video On Demand); on-line video; and is supported by radio, digital show & social media, and is about to succeed in 97% of Affinity Water’s prospects with an OTS of thirty over the six-month marketing campaign. Different key attention-grabbing components of the programme, to assist prospects perceive and provides them the instruments to make use of water extra properly, embrace:
- A brand new digital marketing campaign created by Catalyst that includes a brand new SOS hub at www.affinitywater.co.uk/SaveOurStreams and bespoke water utilization calculator software to permit prospects to grasp their very own water footprint, declare free water saving units supported by a fascinating eCRM programme
- A PR and social media marketing campaign working with native river and wildlife belief companions and an influential campaigner by PR company, Golin and social artistic company, That Lot
The marketing campaign comes at a vital time, to place water conservation entrance of thoughts for households in one of many highest water utilization areas within the nation, following one of many hottest summers on file, and lower-than-average rainfall being predicted by the Met Workplace this winter.
Lynn McCarthy, Save Our Streams Marketing campaign Lead, Affinity Water mentioned: “The water provide points confronted by our business this summer season has proven the necessity to educate, and help our prospects to make water saving second nature. With prospects in our space utilizing as a lot as 157 litres a day on common, the Save Our Streams marketing campaign is extra vital than ever. We had a terrific response to the programme final yr, and hope that this new artistic that includes Duck, will encourage much more prospects to affix us in decreasing their water consumption even additional.”
Matt Buttrick, Head of Inventive Technique at the7stars mentioned: “This new marketing campaign for Affinity Water, injects humour and persona into an vital message. The mixture of our likeable Duck voiced by the brilliantly disarming Joe Wilkinson is an effective way to assist the trigger be seen and adopted.”
The Save Our Streams marketing campaign will launch through-the-line in mid-October and run till the tip of March.
About Save Our Streams
The Save our Streams marketing campaign was first launched by Affinity Water in 2021. This yr’s absolutely built-in advertising marketing campaign will construct on the success of the marketing campaign’s first yr, which created a group of 220,000 Affinity Water prospects, who signed up and dedicated to step change their water utilization, and work with us to cut back the environmental influence on the uncommon native chalk streams present in our working area.
About Affinity Water
We’re dedicated to delivering a high-quality water service to all our prospects. We offer 936 million litres of water every day to a inhabitants of greater than 3.8 million folks in elements of Bedfordshire, Berkshire, Buckinghamshire, Essex, Hertfordshire, Surrey, the London Boroughs of Harrow and Hillingdon and elements of the London Boroughs of Barnet, Brent, Ealing, and Enfield. We additionally provide water to the Tendring peninsula in Essex and the Folkestone and Dover areas of Kent.
Save our Streams is simply one of many measures being delivered to make sure the long-term sustainability of water and serving to defend our native surroundings. To this point we’ve got accomplished twenty restoration programmes to revitalise rivers and are working three environmental innovation initiatives. We’re decreasing abstraction from environmentally delicate websites. Between 2015-2020 we diminished the quantity we take from chalk groundwater sources by 42million litres a day. By 2025 we may have diminished this by an additional 36 million litres a day. A key operational dedication is leakage. Between 2015-2020, we beat our goal and diminished leakage by 15% – one of many largest reductions within the water business. By 2025, we’re aiming to cut back leakage by 20% and we’re already over midway to assembly that objective.
