Pur Promo, Case study WATER IPHONE APP by TBWA\Chiat\Day Los Angeles

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Industry Household maintenance & pet products, Environmental & Animal Issues
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Chuck Blackwell - Ken Pappanduros - Jason Busa
Executive Creative Director Patrick Oneill
Art Director Denise Zurilgen, Paulo Cruz
Copywriter Eric Terchila
Producer Alieen Baliat
Account Supervisor Sara Figoski
Released January 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: PROCTER & GAMBLE
Product/Service: PUR WATER FILTERS
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL: http://www.purwater.com
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Group Creative Directors: Margaret Keene/Chris Adams (TBWA\Chiat\Day)
Associate Creative Director: Jason Busa (TBWA\Chiat\Day)
Art Director: Denise Zurilgen/Paulo Cruz (TBWA\Chiat\Day)
Copywriter: Eric Terchila (TBWA\Chiat\Day)
Executive Producer: Guia Iacomin (TBWA\Chiat\Day)
Producer: Alieen Baliat (TBWA\Chiat\Day)
Managing Director: Erica Hoholick (TBWA\Chiat\Day)
Group Account Director: Brynn Bardacke (TBWA\Chiat\Day)
Account Supervisor: Sara Figoski (TBWA\Chiat\Day)
Account Executive: Patty Mira (TBWA\Chiat\Day)
Planning Director: Tracy Sheerin (TBWA\Chiat\Day)
Planner: Brad Filice (TBWA\Chiat\Day)
Developer: Doug Palmer
Media placement: IPhone App - Apple.com - 15 January 2010

Results and Effectiveness
• 1st App that ties downloads to charity. • over 44,000 downloads in three weeks • over 44,000 litres of clean water donated • The app topped out at #31 on iTunes.

Creative Execution
We needed an easy way to educate people about the programme, and for people to donate water. So we made an iPhone app. It shows how the Summit programme works, and does an interactive demonstration of the miracle PUR packet – our patented technology that makes dirty water clean. Every time the app was downloaded, one litre of clean water was donated.

Insights, Strategy & the Idea
Most of us don’t think twice about the water we drink. And this is frightening considering a billion people around the world don’t have any clean water. On top of that, the water we drink in America isn’t always perfect. So our mission became to tell the world about our water problems, and how PUR technology can help fix them – whether you live in Tanzania or Texas. We knew that if they learned about the severity of the global situation, they’d join with PUR at home. So we partnered with Summit on the Summit, a climb of Mount Kilimanjaro including a group of musicians, artists and advocates. It shined a light on the World Water Crisis, and showed the world how PUR is helping people get clean water, in the third world and also here at home.