Love Every Drop
Anglian Water is the largest water and waste water company in England and Wales and has over 5 million domestic and commercial customers in the East of England and Hartlepool.In 2010 Anglian Water identified the need to raise awareness about the value of water and to fundamentally change how we all engage with and use it. To do this, they needed to attract and engage with their customers and various stakeholders.Critical to this challenge was the need to create a unifying concept as a platform for compelling and credible messages across customer service, leisure and recreation, climate change, public health and water efficiency. The company also knew it had to fully engage and mobilise its employees to become true ambassadors for Anglian Water.The team at Anglian Water knew where they wanted to be, but needed KISS Communications’ expertise and creativity to show them what ‘loving water’ actually looked like. The company needed a concept on loving water that would provide a campaign platform to work across all media.
KISS Communications responded to the brief with a striking creative idea, ‘Love Every Drop’. This forms the centre piece of a campaign that brings the entire community together to put water at the heart of a new way of sustainable living.Mark Pendlington, Director of Corporate Affairs at Anglian Water, explains “‘Love Every Drop” is about helping people understand the realities of water use and climate change in the region, where more people and even less rain could make filling the kettle and doing the washing a challenge for everyone.”KISS produced a range of communication collateral, both above and below the line, including direct marketing and digital. In the two years since ‘Love every drop’ was launched, the campaign has involved customers, communities, business leaders and employees and the campaign continues to be heard loud and clear throughout the East of England.
The ‘Love Every Drop’ campaign is now over two years old and has been a big hit. The idea has been warmly received by all stakeholders and rolled out across all communications from vehicle livery to customer billing. At the time of launch, Anglian Water set out 10 ambitious business goals, the majority of these are now well on their way to being achieved. Mark Pendlington said:
“KISS Communications stood out from all the other agencies both in terms of their understanding of what we are trying to achieve and the creative way they addressed the issues we had identified. One of the key areas of the brief was tone of voice which KISS accurately interpreted. We love the ideas the agency created, they understood our vision and there is a real synergy between us. KISS has brought our strategy to life.”