TAP TM. by HOST Sydney for Sydney Water

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TAP TM.

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Industry Water
Media Promo & PR
Market Australia
Agency HOST Sydney
Creative Director Jonathan Kneebone
Art Director Pete Baker
Copywriter Luke Crethar - Online
Released September 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SYDNEY WATER
Product/Service: DRINKING WATER
Agency: HOST
Creative Director: Jonathan Kneebone (The Glue Society)
Art Director: Pete Baker (The Glue Society)
Chief Strategy Officer: Olly Taylor (Host)
Managing Director: Suzie Shaw (Host)
Account Director: Tiff Hunter (Host)
Senior Account Manager: Amber Martin (Host)
Digital Planning Director: Pascal Winkler (Host)
Digital Producer: Matt van Tiel (Host)
Copywriter: Luke Crethar (The Glue Society)
Media placement: Film 1- What is Tap - Online - 21/09/2011
Media placement: Film 2- Sampling Film - Online - 21/09/2011
Media placement: Facebook - Online - 21/09/2011

Describe the objective of the promotion.
How do you remain relevant, when for 7 years of drought you’ve been telling people to conserve water, then the heavens open and the dams are full again? What is there left to say? This is the dilemma Sydney Water faced in 2011.
Our challenge lay in reframing Sydney Water in a context wider than drought and water shortages. We needed a game-changing idea that would start to shift the relationship Sydney Water has with its customers from one based on ‘we talk you listen’ utility to modern, progressive engagement based on values Sydney Water and its customers share.

Describe how the promotion developed from concept to implementation.
Our solution was to create a sustainable initiative, position tap water as the original eco water and brand it tap™. We had a very modest budget so our campaign focused on creating a grassroots movement using channels we could influence, create or already owned.
Recruiting cafes across Sydney to proudly serve tap™ in tap™ branded bottles and show support with window decals formed the core of our activity. Social media was our ‘community centre’, generating awareness and engagement via content and competitions. The tap™ message was further amplified using sponsorship, Sydney Water’s corporate website, customer marketing and staff engagement.

Explain why the method of promotion was most relevant to the product or service.
The activation communicated Sydney Water’s sustainability credentials to a ‘future focused’ audience (25% of Sydney residents) eager to do their bit for the environment and looking for someone to tell them how they could help.
It also, importantly, acknowledged the quality of Sydney Water’s most tangible product, tap water. Something most people take for granted and yet is so vital. When you take a moment to think about it, tap water is the original eco water – there’s no packaging, it’s cheap (in Sydney), it undergoes strict quality testing and has the benefit of fluoride to keep us all smiling.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Despite a small budget and no paid-for media, the activation reached 1 in 3 people living in Sydney. With nearly 1m reached by tap™ becoming ‘social currency’ on Twitter and Facebook.
Engagement and participation in the activation has been high – with 29,000 page views, 11,000 website visits, 3,000 Facebook ‘likes’. We’ve distributed 2,000 branded, sustainable tap™ water bottles. 800 people have actively interacted with the campaign – shared content, uploaded content, entered a competition or promotion.
190 cafes have joined the movement and are actively supporting tap™ across Sydney, the Blue Mountains and Illawarra with more joining every day.