Anglian Water - Smarter Drop Behaviour Change Campaign (2018)
In 2018, Anglian Water set an ambitious agenda, to use several towns in the region to experiment around water savings initiatives to prepare for a future where water scarcity in the region will be a real issue.
We were challenged to design and deliver a behaviour change campaign in a pinpointed, local area, to encourage people to save water. We worked in the community for 4 weeks to generate insights and then created a campaign called Smarter Drop - save money by saving water. From dropping piggy banks on customers front door steps, through to water saving competitions with financial incentives we played on the insight that customers were more driven by money saving than anything else.
We built a fun pop-up store on Newmarket’s high street with lots of family fun and education.
The campaign was delivered over 12 months using a variety of different techniques (each burst of activity in itself was an insight led experiment).
Successes
- 9% YOY savings in water across 35,000 households
- Tens of millions of litres of water saved
- Research review of the project revealed 7/10 people will maintain behaviours
- Corp Comms campaign of the year finalist in 2018
