LUXURY TAP WATER for LAHTI AQUA

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LUXURY TAP WATER

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Environmental PR
Advertiser: LAHTI AQUA
Product/Service: TAP WATER AWARENESS CAMPAIGN
Planner/ Copywriter: Timo Kiviluoma (Nitro)
Art Director: Roope Leikoski (Nitro)
Copywriter: Laura Hukkanen (Nitro)
Account Director: Marko Salmi (Nitro)
Project Manager: Reetta Rautkivi (Nitro)
Flash Developer: Toivo Seppala (Nitro)
Project Manager: Jyrki Salo (Nitro)
Producer: Henri Ollinkari (Nitro)
Sound Design: Tomppa Nikulainen (Nitro)
Director: Daniel Lindholm (Nitro)
Editor: Jukka Eggert (Nitro)
Graphics: Samuli Homanen (Nitro)
Graphics: Markku Luotonen (Nitro)
Graphic Designer: Salla Vasenius (Nitro)
Development Engineer: Paivi Nyyssonen (Lahti Aqua)
Managing Director: Martti Lipponen (Lahti Aqua)
Customer Service Manager: Soile Toivonen (Lahti Aqua)
Sales Manager: Jussi Makinen (Muurla Design Marketing)
Designer: Kati Kyllonen (Design Foundation)
Designer: Miwa Ishizuka (Design Foundation)
Media placement: Water Carafe + Package - Restaurants And Cafes - 13.2.2010
Media placement: Centennial Film - 100-Year Anniversary Party - 13.2.2010
Media placement: 100-Year Anniversary Party + Materials - Sibelius Hall, Lahti - 13.2.2010
Media placement: A Newspaper Advertisement - Etelä-Suomen Sanomat (Local Newspaper) - 13.2.2010
Media placement: Advertorial - Kaupunkilainen (City Press) - 28.2.2010
Media placement: Company Brochure - Lahti Aqua Oy - 13.2.2010
Media placement: Campaign Site + Banners - Internet - 13.2.2010
Media placement: Fair Concept "Water Bar" - Raksa 2010 Fair, Lahti - 12.3.2010
Media placement: Background Materials For Media - Lahti Aqua Website - 13.2.2010

Summary of the Campaign
The water that runs in the taps of Lahti is of far better quality that bottled water; it is the cleanest, brightest, most natural tap water in the world. Yet locals still think of it as 'regular' tap water. We re-branded the tap water of Lahti as Luxury tap water. We emphasized the superb quality of the water with exclusive materials, while Lahti Aqua staff and local influencers participated as brand ambassadors. The locals have started to think about how privileged they are because of their superb quality tap water.

The Goal
We wanted to change the perception that people around Lahti have of their 'regular' tap water and make the locals proud of their treasure. The ecological goal is to lower the usage of bottled water.

Results
The centennial started in the middle of February 2010. The water carafes have been well seen around the city, at tables in restaurants and cafes. Local news media wrote a lot of tap water related stories and locals have started to realize about how privileged they are because of the superb quality tap water. Lahti Aqua won the first prize of fair stands at RAKSA 2010 -fairs at Lahti.

Execution
To put form and memorability to the superior quality of Lahti water, and to distinguish it once and for all from all other tap waters in Finland, we ordered the design and manufacture of a unique water carafe and gave it FREE of charge to restaurants and cafes at Lahti. Put directly to everyday use, in carafes the tap water stood as a proud alternative to bottled water. We created a high quality introduction film, associating Lahti Aqua to the best products in premium categories. The new brand look presented itself also in numerous print and digital materials throughout the campaign period. We created the concept of the Lahti Aqua Water Bar for fairs and other large public events. We generated a festival concept for the 100-year anniversary party for personnel and local influencers. The website has full details of all the events thoughout the year.

The Situation
Lahti Aqua, the modern descendant of the waterworks of the city of Lahti, turned 100 this year. The water that runs in the taps of Lahti is of far better quality than bottled water; it is the cleanest, brightest, most natural tap water in the world. The high quality of the water is tested daily, because the Heineken group brewery giant Hartwall uses exactly the same water without any treatment in the making of their famous beers and soft drinks.

The Strategy
We re-branded the tap water of Lahti as Luxury tap water. We emphasized the superb quality of the water with exclusive materials, while Lahti Aqua staff and local influencers participated as brand ambassadors.