Newcastle-based independent media and creative consultancy SOLVD has launched a new campaign for Hunter Water entitled ‘Every Day is a Good Day to Save Water,’ that combines technology, media, and creative to promote water conservation in real-time.
This is the agency’s first campaign for Hunter Water after securing the media and creative account as part of its expanding service offering into media in 2024.
The campaign leverages real-time weather triggers and programmatic plugins, aligning the media strategy with live weather conditions to deliver dynamic, contextually relevant messaging to consumers in the NSW Hunter region. Hunter Water is a state-owned corporation (SOC) that provides drinking water, wastewater, recycled water, and some stormwater services to a population of more than 600,000 people in homes and businesses across NSW’s Lower Hunter.
This tech-driven approach integrates seamlessly with the creative execution, which centres around the strategic insight — people don’t see the need to save water when it’s raining, but it’s just as important.
Hunter Water’s Group Manager Communication and Engagement, Renee Fedder, said: “The local community understands the need to save water, particularly after the severe drought in 2019, but it’s key to communicate the importance of conservation all year round, not just in rain-starved periods”.
“Our climate is getting more unpredictable so the challenge is to keep the message fresh and impactful, and ensure our community has the tools and knowledge to save water in
any weather”.
SOLVD Principal Consultant, Sam Gannon said the agency focused on unlocking a clear problem and identifying ways to do things differently to achieve results.
“Hunter Water has been communicating the same message for years, so our challenge was to achieve improved cut-through using the same core information,” Gannon said.
“By applying technology to the creative and vice versa, we’ve developed a campaign that’s dynamic, responsive, and designed to make an impact”.
“This process was really collaborative from the outset and we could not have arrived at the outcome without that approach. It is a huge credit to our client Hunter Water and our
team leads for coming together with a laser focus on leveraging communication and technology to change behaviour.”
The campaign sees two scenarios that are often reminiscent of the summer months in the Hunter – sweltering hot, or wet and miserable. While the weather is different, in both scenarios Mick reminds Dave, while the mates are fishing, that every day is a good day to save water, before seeing him putting weather-relevant, water-saving methods into action.
The integrated media and creative campaign launches during National Water Week on 21 October and will roll out across TV, radio, BVOD, digital audio, outdoor and social.
Credits:
SOLVD Agency
– Sam Gannon – Principal Consultant
– Dan Caban – Group Media Consultant
– Lexie Wadsworth – Group Strategy Consultant
– Maddie McFarlane – Senior Consultant
– Anisha Gittins – Art Director
Toybox Films
– Aaron Haberfield – Director/DOP
– Ange Maloney – Photographer
Eponine
– Sam Eather – Producer
Final Post
– Antony March – Sound Design
– Shane Burrell – Grade
