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One Water champions everyday ‘heroes’ in new campaign

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By Natalie Mortimer, N/A

June 16, 2014 | 2 min read

Ethical water brand One has launched a new multi-channel campaign which focuses on the everyday ‘heroes’ who buy its bottled water.

One Water's Instant Hero campaign

Featuring the strapline ‘Instant Hero – Just Add Water’, consumers are being encouraged to make a switch from other brands of bottled water to One Water, which donates 100 per cent of its profit to fund clean water projects in Africa via its charitable arm, The One Foundation.

The multi-channel activity consists of outdoor, press and radio advertising, an on-pack promotion, digital and social marketing, and experiential activity.

One head of brand, Ian Spooner, said: “We have always referred to our supporters as heroes, and having past the milestone of £10m donated, we wanted to publicly celebrate that. We are a philanthropic brand with a serious mission, but by taking a lighthearted, humorous approach, we have a memorable campaign with mass appeal. ”

One is sponsoring Dan O’Connell’s Xfm drivetime show over the next four weeks and running a competition to win an African adventure.

Outdoor adverts featuring the Instant Hero creative have also been placed in selected underground stations, on tube car panels and on digital screens across London, with a One ‘Hero Booth’ positioned at King’s Cross and Waterloo all this week – giving commuters the chance to “transform themselves into heroes” and share their images through social networks.

The campaign has been created and implemented by London integrated agency Burn.

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