Title | DUPÉ |
Brand | YARRA VALLEY WATER |
Product / Service | WATER UTILITIES |
Category | A03. Ambient media: large scale |
Entrant | OGILVY MELBOURNE, AUSTRALIA |
Entrant Company | OGILVY MELBOURNE, AUSTRALIA |
Advertising Agency | OGILVY MELBOURNE, AUSTRALIA |
Production Company | ONE20 Melbourne, AUSTRALIA |
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 |
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.
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.
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.
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.