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By The Drum Team, Editorial

April 7, 2010 | 2 min read

Yorkshire Water has launched a new ad campaign to help confused customers make sense of their water bills.

The 'Ow Much?' campaign is fronted by two Yorkshire grannies and comes after research found nearly 40 percent of customers in the county were unaware of what their water bill pays for.

A TV advert, created by Sheffield agency Iris Associates, launched this week and features the characters Edna and Mary trying to make sense of how much water they get for their money.

The TV ad, which will run this month and return in August, encourages viewers to go online to find out more about where their money goes and learn about Yorkshire Water's reservoir walks and water-saving gadgets.

Leeds digital agency Swamp is managing the online side of the campaign and has set up Facebook and Twitter pages for Edna and Mary to try to flesh out the characters and engage them with customers.

Digital ads will feature on Yahoo, ITV, Facebook, ivillage and Spotify and Adconion will target relevant regional sites. PR and radio advertising will follow later in the year.

Leanda Trethewey, manager of media and customer engagement at Yorkshire Water, said: "The 'Ow Much?' campaign has been created out of a genuine need to address the issue that a large proportion of our customers don't understand what they are paying for.

"Taking a multi-channel approach to the campaign will allow us to get to our audience profile in a variety of different ways with digital playing a key role in getting to the 30-45 demographic."

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