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Our work A visionary campaign: Doing right by Yorkshire

Yorkshire Water

A visionary campaign: Doing right by Yorkshire

Challenge
Yorkshire Water is responsible for providing essential water services to over 5 million customers across the region. After recently developing and launching a new 10-year strategy, the business needed to communicate this externally to customers, demonstrating the ways in which they are ‘doing the right thing’ for customers and the environment, to create a thriving Yorkshire.
Insight
The water industry has been experiencing a difficult period, facing adverse media coverage and operational challenges. Yorkshire Water needed a campaign that would enable them to tell their own story, of the brilliant things they’re doing across the county 24/7, 365 days a year, as they build brand reputation and work towards achieving their vision.
Solution
The core thought of ‘Doing right by Yorkshire’ is a pledge by Yorkshire Water to always act in the best interests of the county. The creative execution is a two-part construct, each iteration shining a light on the positive work Yorkshire Water are doing, balanced with the benefit to the customer, community and the environment. A series of ‘I didn’t know you do that’ moments that engage with customers and build positive brand sentiment.

Messaging

Closely aligned to Yorkshire Water’s broader vision, the campaign focuses on the positive work that the company is doing that is ‘right for customers’ and ‘right for the environment’. We developed a messaging matrix, segmenting Yorkshire Water’s actions by core themes that we know are important to customers, including financial support, leakage, river quality and storm water.

Whilst developing the campaign, we carried out research which revealed that customer advocacy rose when they were exposed to a variety of proof points.

A variety of messages were rolled out across a multi-channel digital and out of home campaign – piloted initially in the Leeds area before rolling out across the whole of Yorkshire. Media channels include large format billboards, van wraps, bus ads, radio and a large range of digital formats.

Yorkshire Water vans were wrapped with campaign visuals, acting as high impact mobile billboards displaying core messages as they travel around the region every day.

Community Element

Yorkshire Water works closely with communities across the region. This campaign also focuses on the ways in which the company are engaging with local communities and taking positive action to benefit them.

The team have been absolutely incredible, so thank you!
Campaigns Advisor
Yorkshire Water