Client: United Utilities
Brief: Campaign, film production and web.
Year: 2017
PREVENTION OVER CURE.
As a cold winter approached, United Utilities launched a digital campaign to educate the North West about pipe lagging—helping keep homes hassle-free and life flowing smoothly.
HAVE YOU CHECKED ON YOUR NEIGHBOURS?
Insights revealed low awareness among the over-50s demographic. Rather than speaking directly to them, we focused on an engagement campaign for 30-50 year-olds with a strong call-to-action to spread the word in their communities.
CREATIVE WITH IMPACT.
Previous educational campaigns weren’t cutting through. United Utilities needed something fresh to capture attention and drive action, and we had just the idea…
WINTER WISE.
The campaign’s message: pipes, just like people, need wrapping up in winter. At first glance, our ads showed coats and scarves being wrapped – but on closer look, it was pipes dressed for winter protection. Smart!
SPREADING THE WORD.
Our hero 30-second YouTube film brought this campaign to life, supported by e-shots and digital ads targeting both our existing database and homeowners across the North West.
THE IMPACT.
A brilliant result, we recorded fewer burst pipes due to a significant increase in awareness and uptake among the over-50s. Also, our 30-second video became the brand’s most-viewed film on YouTube during this period.
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