Challenge: emergency response and new campaign
Northern Ireland had a summer of extraordinary weather in 2018. Usually that’s brilliant news, but high temperatures and low rainfall really strained our water supply. As a result, NI Water had to introduce a hosepipe ban in late June.
NI Water asked us to develop and implement a two-stage communications plan:
1: Announce hosepipe ban
2: Roll-out a water conservation campaign
So we got to work…
We had under 24 hours between brief and the hosepipe ban, but our emergency process was already tailored to NI Water and ready to go. As soon as we got the call (the night before the ban), our team started coordinating the response immediately.
We needed a campaign to change public attitudes to water-use. It meant we had to analyse the audience, identify effective messages, apply a bit of behavioural psychology know-how, and pinpoint the right media channels.
We can’t share detailed results for commercial reasons, but the campaign vastly over-performed against key metrics for video engagement and average cost-per-click.
It also contributed to less demand for water, and the eventual lifting of the hosepipe ban in mid-July. A great result for everyone.