Valvis Holding - AQUA Carpatica
Purity Test / Cohn and Jansen J. Walter Thompson Romania
In 2012, Aqua Carpatica fought for the introduction of the nitrate concentration of every water bottle in Romania. In order to truly become an iconic brand, it needed to move beyond category conventions and tackle an even greater cause. This cause involved not only the bottled water producers, but EVERY water source, as Romanians rely heavily on faucet water or even water from springs or wells, for the rural areas. On one hand, mass media was filled with cases of water pollution, discovered once the springs or well waters were tested in laboratories. Romania was the number 1 country in EU on nitrate contaminated water, with hundreds of intoxication cases each year.
To better leverage the idea, the campaign worked within 3 main touch points:
The TVC campaign worked as a trigger in making people aware of the Nitrates presence in their life. The TV ads - “The Snail”, “The Bridge” and “The Ducks” – targeted ignorance about water quality by sneaking the word nitrates into classic Romanian children songs about water. By placing together the innocence of a child’s play and the existence of an invisible threat, such as nitrates, the TVCs had surprise and shock value.
600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts. Together with the test, a booklet entitled “Do you know what you’re drinking?” provided further information on proper hydration.
#3 ONLINE PLATFORM
Through the online activation mechanic (with dual destination: both in Facebook and website at www.testulpuritatii.ro), we encouraged users to take the cause even further and make it their own: after testing the water they drank – whether lake water, tap or spring water - they could upload their results and share them with the other users
#4 COMMUNITY: TOGETHER WE ARE STRONGER
This way, we leveraged the power of the community. On Facebook, Aqua Carpatica had a community of hundreds of thousands of fans – with active and involved members.
We needed to channel this community’s energy under a common goal animated by a civic duty. Not just the ones who took the test should have access to information. Without any incentive other then helping the local community, users shared the nitrate concentrations on the Purity Test map, together with photos and comments.
TV Stars, actors, journalists, athletes and bloggers quickly joined the conversation, posting the test results as the best possible testimonials.
Proof that Aqua Carpatica became a brand which surpassed its category rules, was its Facebook community of over 1 million fans reached during the Purity Test campaign.
It was one of the most engaged brand communities on Facebook, constantly in Top 5 in terms of comments, likes and shares.
A number which surpassed that of any other FMCG brand, including historically iconic brands like Coca Cola, Pepsi or Heineken. More than 120 blogs joined the campaign.
There were over 660 organic mentions in the press, Facebook, Twitter and blogs for a total unpaid viewership of 3,141,366. In only two months of the campaign, the website reached an incredible traffic: over 100.000 unique users accessed Testul Puritatii (Source: Google Analytics, May-July 2014). Despite the fact that there was no prize involved and that the tests were not free, over 1600 tap waters, 127 rivers and lakes, plus 687 wells were tested and the results uploaded.