Hydro International

Save the Rain

Summary

Launching the StormbankTM new rainwater harvesting (RWH) product into an immature and competitive market presented Hydro International with a challenge: How to leverage the opportunity to promote Corporate Social Responsibility; grow the market long term; and engage with the customers of the future. IAS created an innovative PR campaign that achieved exceptional results.

Further Information

A long-standing IAS client, Hydro has a proud history as a champion of sustainability in conventional storm water management. However, this new, unfamiliar territory required a creative solution and careful allocation of limited budget. IAS’ response was to research recommend and implement “Save the Rain”, a media relations-led integrated campaign, directing trade and consumer audiences to a central website, generating enquiries and creating a growing ‘community of converts’. The campaign also provided a vehicle to facilitate lobbying of key Government policymakers - vital if the market is to grow sufficiently to justify Hydro’s commitment to the product long term.

Target audience

Trade

• Housebuilders & developers
• Installers - e.g. builders, plumbers
• Architects and specifiers

Consumer

• ABC1 homeowners

Government

• Policymakers and advisors within DCLG and DEFRA
• Water companies and the water industry
• Politicians

Media Channels

Pro-active trade and consumer media relations were used to direct readers to www.savetherain.info -  a central information point for water saving and RWH. The site served the growing community and also provided a ‘landing site’ for direct trade enquiries from Hydro’s main website. Visitors could also sign an on-line petition and email the Environment Minister.

A ‘headlining’ survey of homeowners was commissioned and results showed that 95% thought RWH a good idea with one in three more likely to purchase a house with RWH. Downloads from the website included a water-saving poster and booklet as the principal ‘call to action’ for the campaign. Strategic advertising , a Direct Mail campaign to builders, and a lobbying training workshop also supported the activity.

A high profile briefing seminar was held for Department of Communities and Local Government (DCLG) and the Department for Environment Food and Rural Affairs (DEFRA) under the auspices of the Rainwater Harvesting Association and Hydro’s MD Chris Williams also took various speaking opportunities at industry conferences and exhibitions.

Results

The ready-made, low-budget vehicle generated media interest, debate and headlines. Key DEFRA and DCLG individual policymakers were identified at an early stage in the campaign and became ‘friends’ as a result of several meetings.  Chris Williams was elected chairman of the Rainwater Harvesting Association. The DCLG published the Code For Sustainable Homes, which included a new Government focus on water saving. Although this was only voluntary, Hydro considers it as real progress towards mandatory RWH in the longer-term.

Client Testimonial

“Thorough market understanding and creative thinking enabled IAS to deliver an imaginative low-budget campaign which matched our passion for the subject, exceeded expectations and created fantastic results.”

Chris Williams, Managing Director of Hydro International

Coverage

The campaign generated focused, measurable results in its priority Government and trade audiences. 1470 people enquired through the 0800, email, media coverage and Direct Mail. 3558 single column centimeters of press coverage were generated. 18,965 visits were logged to the website and 1,741 brochures were downloaded.