Sydney Water
Turning on the engagement tap through gamification
Enter the innovative Bring it to Win It (BITWI) campaign, which focused on normalising the behaviour of bringing your own water bottles.
The challenge: Sydney Water is one of the world-leaders when it comes to providing clean, clear drinking water, but they’re facing two challenges: the first is the rise in single-use bottle sales, the majority of which end up on the landfill. Even with intensive campaigning, Sydney Water still removes over one million plastic bottles from the waterways. The second challenge: their public perception and, in some cases, the lack of it: 25% of customers don’t know what Sydney Water is, what they do, or what they stand for. When they are known, it’s as a functional government provider, not an active partner in improving the health and wellbeing of the communities they serve. They needed a campaign which tackled all of this, and which successfully negotiates the red tape that comes with being a government agency. For example, government policy forbids Sydney Water from using ATL media (except in drought messaging), and that means their sponsorship-investment strategy needed to be on point, disruptive, and budget friendly.
Sydney Water
Turning on the engagement tap through gamification
Enter the innovative Bring it to Win It (BITWI) campaign, which focused on normalising the behaviour of bringing your own water bottles.
The challenge: Sydney Water is one of the world-leaders when it comes to providing clean, clear drinking water, but they’re facing two challenges: the first is the rise in single-use bottle sales, the majority of which end up on the landfill. Even with intensive campaigning, Sydney Water still removes over one million plastic bottles from the waterways. The second challenge: their public perception and, in some cases, the lack of it: 25% of customers don’t know what Sydney Water is, what they do, or what they stand for. When they are known, it’s as a functional government provider, not an active partner in improving the health and wellbeing of the communities they serve. They needed a campaign which tackled all of this, and which successfully negotiates the red tape that comes with being a government agency. For example, government policy forbids Sydney Water from using ATL media (except in drought messaging), and that means their sponsorship-investment strategy needed to be on point, disruptive, and budget friendly.