Essex & Suffolk Water – Radio & Web Campaign

In a bid to help households stamp out water wastage, Essex & Suffolk Water launched a radio campaign for their ‘Bad Habits Cost The Earth’ initiative in the Spring of 2011.

In addition to the goal of raising awareness of water-wastage amongst the public Essex & Suffolk Water centered their campaign around the provision of free water-saving kits for homes that requested them. The free kit could save the average customer up to £60 per annum on their bills.

Local commercial radio was chosen as a highly effective campaign channel. Tindle Radio Group’s station The Beach, located in Lowestoft, partnered with Essex & Suffolk Water for the 13-week long campaign that encompassed regular commercial spots, on-air mentions and a dedicated landing page on The Beach’s website from which listeners could order their water-saving kits.

The JMS Group wrote and produced 3x 40 second commercial treatments for the campaign. From a brief specifying a ‘household name’ Lynda Bellingham was chosen as both the voice and spokesperson for the water-saving effort.

Campaign treatment:
13-week radio and online promotion.
3x 40 second radio commercials.
On-air mentions.
Landing page and banner ads on station website.

RESULTS

During the on-air campaign the ‘Water Watch’ page of The Beach’s site drew 2,575 hits resulting in an impressive 900 requests for the kit, a very respectable conversion rate of almost 35%.