Universal Metering Campaign
Mediaworks partnered with South Staffs Water to create a metering campaign based on valuable customer insights and research.
The campaign aimed to educate customers on the true value of water meters, addressing concerns such as potential bill increases and disruptions, while also building trust in water companies.
We think
Through research and understanding customer insight, we developed a brief outlining what we needed to achieve when creating the Metering campaign:
The campaign should focus on educating customers about the true value of water meters, addressing the common concern that they lead to higher bills or cause disruptions. Many customers have low trust in water companies, so the messaging must be clear and transparent.
The campaign should highlight that while water metering is mandatory, it forms part of a broader national initiative to promote fairness, environmental responsibility, and personal control. By positioning metering as a tool that empowers customers to manage their water usage, the campaign can reshape perceptions and foster a more positive attitude towards it.
The key message should emphasise that water meters make the process fairer, environmentally responsible, and in line with normal, everyday practices.
We do
Water you waiting for?
The big idea behind our campaign is to make having a water meter NORMAL. And if you haven’t got one yet then what are you waiting for? We want to feature diverse people that will appeal to our audiences. They are all a bit larger than life, but all are warm and positive about what is happening. They will make our customers want to know more about what’s going on and be a part of it. We know that our audiences will all have different views on having a meter, but the key thing is to emphasise that meters give our customers control of what they use, meaning they are the fairest way to pay for water and are an important part of making sure we have enough water to go around in the future
“This is the best campaign we have ever done!
It has created a buzz across the business from the operations teams and customer care all the way to the boardroom. And customer feedback on the streets has been brilliant!
We could not be happier with the campaign and how smoothly it has been delivered.
We’re looking forward to rolling this out across the whole region over the next 5 years”
Caroline Boden
Group Head of Marketing and Communication at South Staffordshire Plc
