Media  Strategycopywriter marketer creative creativemedia  planner

The  Client  |  The  Products+  Founded  in  Germany  in  1966+  Specializes  in  filters  for  demineralization  of  water  +  Aim  was  to  optimize  tap  water  use+  “Waterology”  ,“tap  water,  transformed”+  Brita  Filter  +  Brita  Water  Dispenser

What’s  The  Deal?  There’s  a  common  preference  among  people  that  drives  them  to  drink  bottled  water...  instead  of  tap  water.  

BUT  WHY?  

EmotionalSafeConvenientSocially-accepted

Rational

Lack  of  informationPrice

Behaviorial

Habitual

WHAT  TO  DO  What  we  will  do  is  an  integrated  marketing  “project”  that  will  aim  at  engaging  the  consumer  in  a  new  and  creative  way.  

We  want  to  change  the  platform  of  which  water  filters  and  tap  water  are  viewed.  

WHAT  TO  DO  Water  filtration  and  bottled  water...is  a  very  dull  topic  to  advertise  about.  

So  we  decided  to  create  a  ‘project’  that  was  somewhat  humorous  and  that  encouraged  people  to  take  part.  

GET  RID  OF  THE  BOTTLE

We  are  going  to  have  a  set  of  consumer-generated  videos  by  which  consumers  aim  at  getting  rid  of  commercial  water  bottles.

Content  will  be  uploaded  on  a  micro-site  with  the  purpose  of  communicating  the  hazards  of  drinking  bottled  water.

webTAP  IT

print  &  outdoorPrint  ads  and  billboards  are  going  to  be  produced  to  complement  the  videos.  They  will  portray  people  “guilty”  of  attacking  a  bottle  of  water  in  attempt  of  getting  rid  of  it.  

public  relationsMass  collection  of  water  bottles  from  consumers  Empty  the  water  into  a  container  that  is  shipped  to  a  3rd  world  country,which  has  minimal  availability  of  clean  water

--->  Make  the  brand  responsible

Held  at  Dubai  Mall

How  to  promote  the  event?Give  out  leaflets  3  days  before  the  eventSocial  media  (Facebook,  Twitter)Radio  ads  (Star  FM,  Virgin  FM,  Radio  One)

“Biggest  BRITA-branded  Glass  Water  Container”  for  “The  Bigger  Cause”

Press  Release  that  goes  in  magazines  (OK!,  H2O),  pictures  on  all  online  vehicles

Certificate  for  those  who  empty  their  bottles

Introduce  the  tap  (faucet)  into  EVERYTHING

Bottle  cap  --> wheelchairs  --> double  CSR

Introduce  Brita  water  dispenser  into  businesses    

video

Media  Plan+  Focus  on  product  awareness+  Trigger  action+  Reach  dominates  frequency+  Boost  frequency  later  on

Media  Strategy+  Adopt  offensive  approach

thank  you