Yorkshire Water needed a smarter solution to tackle water conservation and drought – one which would reduce apathy, change behaviour, and be environmentally beneficial too.
For 2019, we created a campaign that tackled water conservation while reflecting the distinctiveness of Yorkshire Water as a company – one that signalled a deep knowledge of its customers, and could be infinitely variable and applied with relevance at a very local level. The messages needed to resonate with people across Yorkshire. There was no space for generic, one-size-fits all creative. Yorkshire is a diverse county with diverse needs, and we wanted to reflect that.
So, instead of flooding the region with the same message, we created a dynamic campaign with over 400 different variables that changed depending on the weather, geography, and water demand. While the weather might often be unpredictable, this highly personalised, multi-award-winning approach across every channel, from OOH to paid social, reduced consumer apathy, lowered consumption, and benefitted the environment too.
In total, the campaign helped to save 6.8 billion litres of water. We reduce carbon emissions by 4.8 million kilograms. We saved customers over £9 million*. The campaign also won the Utility Week Environment Award, the Gold Utilities & Telecomms Award at the DMA Awards, and was highly commended at the Marketing Week Masters Awards.