Aqua Carpatica - "The Purity Test"

Cohn&Jansen JWT Bucharest, Rumänien

Awards

4885

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Aqua Carpatica
Länder: Rumänien

Werbende: Valvis Holding

Titel	The Purity Test
Agentur	Cohn&Jansen JWT
Kampagne	The Purity Test
Werbende	Valvis Holding
Marke	Aqua Carpatica
Datum der ersten Ausstrahlung/Veröffentlichung	2016 / 2
Geschäftsbereich	Getränke
Slogan	The Purity Test
Story	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.
Philosophie	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.
Problem	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.
Ergebnis	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.
Medientyp	Informationsmaterial & Direktmarketing
Länge	102 seconds
Deputy Executive Creative Director	Alex Negoescu
Creative Director	Andrei Cohn
Etatdirektor	Arina Stoenica
Direktor Kundenservice	Ina Simion
Direktor Kundenservice	Ruxandra Savulescu
Head of Digital	Monica Radulescu
Strategieplaner	Raluca Iacob
Web Project Manager	Raluca Diaconu
Designer	Cosmin Nicola
Account Executive	Oana McGinley