Dwr Cymru – Welsh Water
Water’s precious. Let’s not waste it.
Challenge
During the summer months of 2024, Welsh Water had a challenge, to support the business objectives of a consumption reduction of 15 Litres per person by 2025. To address this, they needed to encourage customers to recognise the value of water by using it wisely and avoiding wastage. This supports the supply and demand, peaks and flows during the warmer and drier months, and educates their customers on its importance.
That said, saving water is a hard sell in Wales, it’s often seen as one of the wettest places in the UK, and so recognising its importance and appreciating why saving water is still needed is a challenge.
Our core objective was to raise awareness and educate the audience on water efficiency and why it’s important. To drive a reduction in water usage across all adults in Wales and Herefordshire. Which directly supports the 2025 business objective target to reduce consumption.
Solution
Focusing on an ‘adults’ audience in Wales, but with key geographical upweights for specific areas of particular focus and regions where water consumption is high, we planned and delivered a multi-channel campaign, to raise awareness and educate the people of Wales on why they should save water and how they can.
Our media strategy was twofold, with our awareness-generating channels we needed to maintain the high levels of reach and incremental reach using a multi-channel mix of broadcast channels. With our ‘education’ comms task we needed to ensure we maximised video and long-form content as much as possible to ensure the audience understood the message. In addition, to ensure our messages landed at contextually relevant times of the day, we ran the DAX digital audio campaign, using dynamic creative and weather and location triggers to generate dynamic and bespoke versions of the ad based on where you were and the weather on that day.
Leveraging core KPIs such as Video Views, Engagement, Reach, and Frequency, we implemented a multi-media broadcast campaign, that included, TV/BVOD/SVOD, Digital audio, OOH, News brands, and YouTube.
Whilst our target audience was adults in Wales, the key uplifts areas received up-weighted ad frequencies to ensure the ad penetration to these audiences was high.
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Results
We over delivered against all our planned KPIs, with an over delivery of 11.72% on impacts or impressions, as we delivered 71.7m impacts or impressions against a target of 64m.
Reach and Frequency was planned at 93.9% reach and 16 in frequency, and we delivered 95.25% reach and a frequency of 25.74, surpassing all delivery targets.
