Aqua Carpatica - "The Purity Test"

Cohn&Jansen JWT Bucharest, Romênia

Prêmios

4895

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Aqua Carpatica
País: Romênia

Anunciante: Valvis Holding

Titulo	The Purity Test
Agência	Cohn&Jansen JWT
Campanha	The Purity Test
Anunciante	Valvis Holding
Marca	Aqua Carpatica
Data da primeira Transmissão/Publicação	2016 / 2
Sector Empresarial	Bebidas
Legenda	The Purity Test
História	Nitrates are an invisible threat in the water we drink, caused by intensive farming which uses tons of chemical fertilizers.To show the level of Nitrates in the drinking water, the water brand Aqua Carpatica created The Purity Test. This is a little paper strip which tells the Nitrate content when dipped in water.In online, users were encouraged to take the cause even further: test the water they drank – whether lake water, tap or spring water – and then share the results on the Nitrate map, for everyone to see.
Filosofia	We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water. 600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts.In online, we encouraged users to take the cause even further: after testing the water they drank – whether lake water, tap or spring water - they could upload their results and share them with other users. Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates.Romania is number 1 in Europe when it comes to nitrate pollution, caused by extensive farming in a country that was mostly rural.
Problema	Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates.Romania is number 1 in Europe when it comes to nitrate pollution, caused by extensive farming in a country that was mostly rural.
Resultado	Aqua Carpatica changed the way people looked at their drinking water, whether it was bottled or tap water, water from wells or from the local rivers.TV Stars, actors, journalists, athletes and more than 100 bloggers joined the campaign and started a national conversation on Nitrates.The Facebook page reached one million fans during the campaign and Aqua Carpatica had the largest ever sales increase for a water brand and went from #4 to #2 in the category.
Tipo de Mídia	Impressões colaterais e de marketing directo
Comprimento	102 seconds
Deputy Executive Creative Director	Alex Negoescu
Director criativo	Andrei Cohn
Director de contas	Arina Stoenica
Client Services Director	Ina Simion
Client Services Director	Ruxandra Savulescu
Chefe de Digital	Monica Radulescu
Planeador estratégico	Raluca Iacob
Web Project Manager	Raluca Diaconu
Designer	Cosmin Nicola
Executivo de contas	Oana McGinley