Affinity Water continues campaign to Save Our Streams with BVOD, digital and social investment

New phase of campaign set to reach almost all customers in six-month integrated run.

Affinity Water, a UK water-only supplier, has launched the next phase of its Save Our Streams (SOS) campaign to drive down individual water wastage.

The integrated campaign enters its second year with a brand new Affinity Water mascot, Duck, voiced by comedian Joe Wilkinson. The campaign media, bought by the7stars, has moved to invest heavily in Broadcast Video on Demand (BVOD) and online video, with additional radio, digital display and social media outputs.

Duck, in a mix of creative by Supernova and the7stars, will be seen journeying through different rooms of a ‘regular’ house offering advice and handy reminders to help householders and families save water.

The water-saving initiative and campaign focuses on minimising the environmental impact on the country’s rare chalk streams, while helping the public save money by conserving water where they can.

The campaign aims to make sustainable water usage “second nature” in this new phase, following one of the hottest summers on record in the UK and a lower-than-average rainfall charted by the Met Office this winter.

Matt Buttrick, Head of Creative Strategy at the7stars said: “This new campaign for Affinity Water, injects humour and personality into an important message. The combination of our likeable Duck voiced by the brilliantly disarming Joe Wilkinson is a great way to help the cause be noticed and adopted.”

Integrated campaign

This new phase of SOS is set to reach 97% of Affinity Water’s customers and kicks off this month and runs until the end of March.

It includes:

  • A digital campaign, created by Catalyst, with an SOS hub and bespoke water usage calculator tool to help customers understand their own water footprint and claim free water saving devices using an eCRM programme.
  • A social media and PR campaign from PR agency Golin and social creative provider That Lot, in collaboration with local river and wildlife trust partners, alongside an influential campaigner.

Lynn McCarthy, Save Our Streams Campaign Lead, Affinity Water said: “The water supply issues faced by our industry this summer has shown the need to educate, and support our customers to make water saving second nature. With customers in our area using as much as 157 litres a day on average, the Save Our Streams campaign is more important than ever.

“We had a great response to the programme last year, and hope that this new creative featuring Duck, will encourage even more customers to join us in reducing their water consumption even further.”