In a category that traditionally uses water origin, benefits, vitality or sustainability as the key messages in its advertising, we knew we needed to carve out our own territory to make Bonaqua stand out from the rest.

Our research yielded a new insight – the mental balance, calmness and clarity that comes from drinking water helps people make better decisions and avoid problems in life. This was a truth that was not yet promoted by bottled water brands in Argentina.

Our idea was to position Bonaqua as the water brand that provides mental balance by aligning health and hydration with innovation and creativity. We wanted to inspire and challenge people to be creative and generate great ideas in their everyday lives.

Over a 3-month period we implemented an integrated media mix where each media showed how drinking Bonaqua leads to good ideas.

We transformed a billboard on a busy street in Buenos Aires into a living vertical garden, featuring a large funnel to collect rainwater to water the garden, giving the billboard a creative and sustainable use.

A partnership with Idea.me (crowdfunding site) and a popular radio station supported great entrepreneurial ideas. Every Friday for a month, four ideas received the chance to win $20,000 pesos for their projects. Listeners and fans voted on the Bonaqua Facebook page to decide the winner.

We got creative with full page print ads in the two most popular Sunday magazines, where the page could be removed and converted into origami.

And a TVC supported the entire campaign and delivered mass reach with the key message “When you drink Bonaqua, you´re hydrating body and mind”.

‘The water of good ideas’ campaign was a great success for Bonaqua, as validated by the shift in key business and equity metrics:

•Sales grew +15.7% versus the same period the previous year

•Bonaqua gained +1 percentage point of market share

•The equity values “Is innovative” grew +37% and “Makes me feel good” grew +200%

•We gained 19,412 new Fans on the Bonaqua Facebook page and received 1,836 comments

‘El agua de las buenas ideas’ – now that was a good idea!