A visionary campaign: Doing right by Yorkshire
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!
Yorkshire Water