One was briefed to create a consumer campaign that would generate enquiries for 80,000 water savers packs in just two months.

Consumer insight provided a clear strategic direction, allowing a creative direction to be devised that was powerful, yet simple and with a tone of voice that differentiated itself from the more standard corporate communications.

A multi-channel campaign was rolled out, including a mass awareness advertising campaign, field marketing at key events and regular use of customer touch points including their website, call centres and water bill.

This led to the campaign overachieving by more than 15% but more importantly, raising awareness of the importance of water efficiency all round.