Water UK
A campaign with a BIG impact
Challenge
Water UK appointed us to create a public awareness campaign on behalf of all the water companies in England, to communicate the largest investment in our national water infrastructure for generations.
The campaign highlights projects that span the length and breadth of the nation, upgrading, expanding and future-proofing the systems that keep water flowing to and from more than 25 million homes and businesses across the country. Helping to build back trust in the industry with customers, employees, and political stakeholders.
Insight
It was key to communicate ‘what’ the water companies are doing, ‘why’ the works are needed, and the end benefits to customers – engaging and informing audiences, winning their hearts and minds.
Brand design solution
The Big Upgrade is a campaign to champion change, driven by the biggest boost in capital investment for a generation. The campaign demonstrates that things are improving. Advances are being made. It speaks to national audiences about the high-level activity, whilst adapting to regional messages, delivering local proof points that matter to customers.
We developed a new campaign, including the overall name and strapline, supported by a flexible messaging matrix.
After gaining valuable insights from extensive customer testing; the campaign platform was refined and honed – ensuring it would resonate well with bill-pay and achieve its objectives.
We then developed a playbook to give guidance to all the water companies involved in order that they could implement their own regionally focused campaign.
The Big Upgrade campaign uses 48-sheet billboards, hoardings, audio, social and digital channels to bring the scale of the investment programme to life.
