DUPÉ

TitleDUPÉ
BrandYARRA VALLEY WATER
Product / ServiceWATER UTILITIES
CategoryA03. Ambient media: large scale
EntrantOGILVY MELBOURNE, AUSTRALIA
Entrant Company OGILVY MELBOURNE, AUSTRALIA
Advertising Agency OGILVY MELBOURNE, AUSTRALIA
Production Company ONE20 Melbourne, AUSTRALIA

Credits

Name Company Position
Steve Back Ogilvy Chief Creative Officer
Brendon Guthrie Ogilvy Executive Creative Director
Dave Scott Ogilvy Creative Director
Sally Hastings Ogilvy Art Director
Michael Punton Ogilvy Copywriter
Jesse Steinfort Ogilvy Senior Designer
Karsten Jurkshat One20 Designer
Gavin Macmillan Ogilvy Head Of Brand Strategy
Luke Coulson One20 Supervising Producer
Charlotte Griffiths One20 Tv Producer
Olly Sindle One20 Editor/Director
Nick Muncaster Ogilvy General Manager
Carol Macdonald Ogilvy Account Director
Sophie Holberton Ogilvy Account Manager
Ewan Thornton Ogilvy Group Account Director
Jamie Mcclelland Ogilvy Senior Account Manager
Billy Browne Crayon
Flagstaff Sound

The Brief

Melbourne has the best tap water in the world, yet the bottled water industry (and its environmental impacts) is only growing. It has higher market share than Coca Cola and costs more per litre than oil. Through their Choose Tap initiative, Yarra Valley Water aims to raise awareness of the cost, health and environmental benefits of tap water. Our objective was to change how Melburnians think, create awareness and get them to ‘Choose Tap’ again.

Creative Execution

Research showed buying bottled water to be an ingrained habit with consumers, so it wasn’t enough to simply tell them how absurd their purchase habit was. Plus, as a government body, the last thing Yarra Valley Water wanted was to ram tap water down the throats of consumers. A more tactful approach was necessary.

Describe the creative solution to the brief/objective.

We created Dupé: a ‘fake’ brand highlighting the absurdity of bottled water, making tap water the only sane choice. We set up a real storefront overnight in one of Melbourne’s main shopping centres, selling the unsellable and filmed people’s reactions as they shopped. The Dupé range consisted of packaged and bottled products such as ‘Organic Fresh Air’, ‘Good Vibrations’ and other absurd items. The whole process was captured on hidden camera and used to create a thought-provoking film that was seeded online, with a client expectation of it being viewed at least 8,000 times.

Results

The campaign is still evolving with more online activity scheduled. To date, some highlights include: • Melbourne’s average tap water usage almost doubled during the campaign period. • 201,951 YouTube hits to date. • 800+ visits (per week) to the DUPÉ e-store. • Message reach to over 175 countries. • 19% increase in Facebook likes. • Facebook post reach peaked at 10,873 on the campaign launch on 21 October. Average prior was 200. • Growth of the Choose Tap community by over 1,000. • Nationally and internationally, other water authorities are replicating the campaign.