Yorkshire Water campaign tells customers 'ow much' they get
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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Comments
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Like the idea and well done to Yorkshire Water for going some way in tackling a subject that must be a bugbear for millions of householders: trying to make sense of what you pay your hard-earned cash for. I only hope this campaign will be followed through to its natural conclusion by YW and they make every effort to make their bills absolutely crystal clear - especially for the likes of the consumers parodied in the ad above. Oh, and people like me!
Then hopefully, the gas and electricity suppliers might think about following suit, and treat their customers with a little more respect by producing clearly designed bills, written well in plain English rather than Double Dutch. End of rant, start of a new age of utility company/consumer harmony? I'm sure there's an opportunity there for some fuel-peddling behemoth.
Larner, you're easily pleased. I've seen all this stuff before.
'Ow patronising?
Not bad, but I'm pretty sure Yorkshire folk are a bit tired of being chariciatured and stereotyped in this way. Gentle humour helps but I'm surprised YW wanted to perpetuate this, especially with it being aimed directly at the Yorkshire population. On the other hand, as you can't switch water company (yet?), YW have a monopoly so they can pretty much do what they want.
Really enjoyed that. Good stuff.
The ad's great but when will companies learn that people don't want to 'engage' (that word again) with the yorkshire water brand on facebook or anywhere. I'd love to know how many 'friends' the group attracts, that don't work for Yorks Water or the agency.
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I like this - brought a smile to my face
Effluent!
If I see one more of those poxy clocks in an ad I'm going to weep.
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