Sydney Water


Bring it to win it

Behaviour change
campaign

 

The challenge

Sydney Water are the hydration partner of Cricket NSW. Their main objective was to drive behaviour change amongst fans to bring their own bottle to the event and beyond the cricket season.

The idea 

Encourage cricket fans to stay hydrated and reduce the impact of single-use plastic bottles with gamification and money can’t buy prizes.

The solution

NFC-enabled water tags were sent pre-season in select supporter packs and could also be collected on-ground at dedicated hydration refill zones. Fans could simply stick their tag to a reusable water bottle, bring it to a Sixers or Thunder match during the cricket season, refill their bottle and tap their water tag for a chance to win instant prizes.

Making it extraordinary 

The experience was voted Sydney Sixers and Sydney Thunder fans top ranked sponsor activation. To keep the excitement going and positively reinforcing behaviour change, participants were rewarded for tapping their bottle at every match. Four taps gave them a limited-edition team branded stainless steel water bottle. Five taps or more entered them into the draw to win an exclusive end of season Backyard Bash BBQ with their favourite Sixers and Thunder players. We had 50% of the fans opt in to continue the conversation post cricket season.

25k+

Fans engaged

over 1/3

tapped more than 3x times demonstrating encouraged repeat behaviour

91%

agreed to re-use in the future 
SydneyWaterCurved

SYDNEY WATER


BRING IT TO WIN IT

BEHAVIOUR CHANGE 
CAMPAIGN