Cannes Lions

Purity Test

COHNANDJANSEN J. WALTER THOMPSON, Bucharest / VALVIS HOLDING / 2016

Awards:

1 Gold Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Since the nitrates content was not regulated, we had to find another way to empower people. Together with the water bottle, we offered a new tool – the Purity Test - a small paper strip that showed the Nitrates concentration when it was dipped into water.

Whether they drank water from wells or from the local rivers, bottled, or tap water, people had now the chance to know if their only water source was pure or not, and take action.

In case they spotted a water source with high Nitrate concentration, people were encouraged to pin it on the online Nitrates map on Aqua Carpatica's Facebook page and website.

Execution

600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts.

ONLINE PLATFORM: Through the online activation mechanic, we encouraged users to take the cause even further: after testing the water they drank – whether lake water, tap or spring water - they could pin their results on the map and share them with the other users.

COMMUNITY: TOGETHER WE ARE STRONGER

The online community worked under a common goal animated by a civic duty. Not just the ones who had the test should have access to information, but EVERYONE should make sure that their drinking water was pure.

HOW? Through the power of SHARING. Without any incentive other then helping others, users shared the nitrate concentrations on the Purity Test map, uploading photos and comments.

Outcome

TV Stars, actors, journalists, athletes and more than 100 bloggers joined the campaign and started a national conversation on Nitrates. Our Facebook page reached one million fans, more than historically iconic brands.

Aqua Carpatica had the largest ever sales increase for a water brand and went from #4 to #2 in the category.

The organic reach of the campaign totaled in: more than 560 organic mentions and 3,141,366 total unpaid viewership.

Most importantly, all over Romania, people pitched in to fill the Nitrates Map: over 1,600 tap waters, 127 rivers and lakes and 687 wells got tested and shared via our online app.

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