CAMBRIDGE WATER
(2023)
Can for the Cam
Encouraging gardeners to ditch the hose for an environmentally-friendly watering can with a high-impact summer campaign.
Strategy
To reduce water consumption during peak summer months, we tackled the biggest reason for the annual seasonal increase: garden water use.
We chose one simple message: ditch the hose for a watering can.
Frequency of message is vital, so we went for high repetition media channels (hourly radio sponsorship, social media, local press), supported by deep engagement editorial pieces and a launch stunt.
Results
940,000
litres a day saving vs expectations
(target: 500,000)
43%
said their behaviour had changed due to the campaign
“Working with Weir on Can for the Cam was as close to frictionless as possible. Jane and Miranda are experts at taking complex ideas and making them easily digestible for audiences, and everyone we interacted with in their wider team added their own expertise at the right time. They laid out clear directions and thought through all eventualities, which helped us get this fantastic campaign off the ground in not much time. To anyone thinking about working with an agency, I would highly recommend Weir’s professional approach, creative mindset and personable team. Most importantly from our perspective, they helped us to reach as many Cambridge Water customers as we could with a genuinely impactful campaign that saved water in the real world”.
DOUG NAIRN
- Head of External Communications, Cambridge Water
