The summer of 2018 provided a perfeet storm for the industry to - - PowerPoint PPT Presentation

The summer of 2018 provided a perfeet storm for the industry

to eonsider its approaeh to managing water demand.

Challenging weather Low river and Pledges to reduce Increased customer Ambitious PCC and lack of rainfall across the UK reservoir levels levels of leakage from industry demand linkedto warm weather commitments

Would a traditional hosepipe ban

have made a differenee'!

What our eustomer

researeh told us

What our eustomer

researeh told us

• Hosepipe use is emotive and so customers can have

strong anti-hosepipe ban feelings and arguments

• Hosepipes are linked to customers enjo ing life,

facilitating relationships and protecting things customers have spent their money on

• A hosepipe ban is l i k e l tofrustrate and anger
• Customers need knowledge and information

to make the right decisions

What our eustomer

researeh told us

• Hosepipe use is emotive and so customers can have

strong anti-hosepipe ban feelings and arguments

• Hosepipes are linked to customers enjo ing life,

facilitating relationships and protecting things customers have spent their money on

• A hosepipe ban is l i k e l tofrustrate and anger
• Customers need knowledge and information

to make the right decisions

• Water industr leakage has big impact
• n perception of restrictions
• Companies should do more to avoid bans
• Water level information can be an important part
• f encouraging customers to reduce water usage
• A request to 1,e careful with water is l i k e l t o

1,e more impactful and positively received than

a hosepipe ban

• Customers recommended empowering them

to use less water via education, rather than

• rdering them to do so

"Hosepipe bans

were developed as a 20th eentury

solution to drought, but we

a r e n

• w

a- n

a very

different world"

(D I'd be upset, angry

if we couldn't fill up

the paddling pool. I wouldn't want my son to miss out on special family times in the garden ID

e

• f customers would b

unhappy if ahosepipe ban was introduced.

(DBans protect or

create profits for shareholders - water companies create a false sense of need in

• rder to justify raising

prices in the name

• f investment ro

"England eould faee a 'jaws of

death' situation where there will

not be enough elean water within 25 years "

Sir James Bevan, Env iro nm ent Ag e n cy chi ef execut ive

"w

• nr

.

a t e r ean 1,e drawn from

• ther parts of the

eounty to support areas where there has 1,een less rainfall"

• f customers said

they used the same

• r less water than

they usually do said they used morebut said they usedless

"I think everyone should 1,e trying

to use less all the

• time. Yorkshire

Water should 1,e eneouraging people

to shower not 1,ath,

for e ample"

• a smarter wai

It u,as t

a i a m e e , t t e

• m

f a

• n

n a ' a ! all ,ear rouna. toman

8

We knew tamers

• ur eus

"'lling would be u,1 to help•••

"Do we really need to use so mueh water'! There's the bigger global picture to think of"

• f customers

believe we're not

"Customers pay for what they use and there's no rebate

for using less"

• ur
• bjeetives

for- 201CJ

&aw it works

Asking the right questions

We formulated three questions, to apply to different locations across Yorkshire: How much water is being used there? How much has it rained there? How much water do we have left?

Getting the right answers

Using our Water Situation report, we started to build a database of how demand, rainfall and stock levels per area would affect what we needed to say to those customers.

Serving the right message

We delivered razor sharp targeted, relevant messaging recommending water usage to our customers, based on fact, in real-time.

Campaign strateg,

Sheffield, Amber, been dry advertising creative

Data from each area Planning the media for the week Many c r e a t i v e executions

Doncaster, Red, currently dry advertising creative WATSIT report demand weather and stock data for: Sheffield, Leeds, York, Hull

• etc. The report is

analysed looking at these factors. Has rainfall been lessthan 50% for four

• r sixweeks

triggering Amber

• r Red?

Are supply stocks triggering Amber

• r Red?

Has demand triggered Green Amber or Red? York, Green, currently dry advertising creative Data output with Green, Amber or Red status for eacharea. Automatic budget allocation based on area status. Advertising route selected and campaign plan for week is agreed. Creative bank

• f adverts

covering location and weather scenarios for Green, Amber and Redstatuses. Your community

• your unique

message based on your local situation. Sheffield, Amber, currently raining advertising creative Hull, Green, currently dry advertising creative

Using the traffic light system

Skipton, Red, currently raining advertising creative

r r

Data driven targeted messages

delivered to eaeh area based on...

Demand

a

• llainfall

How did we do it?

We created down-to-earth, targeted messages that made sense to our customers across every channel from Out Of Home to paid social.

I Learn m o r e >

• I

II I I I I I I II

Learn m o r e >

Yorkshire, cleaning your car this week? During the dry weather please use a bucket instead of a hose . Help us squeeze every last drop out of summer! Get water saving tips.

Learn m or e >

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• ut.Come on Yorkshire, let's squeeze

Cur.rently dry

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• urrangeof handy t ips.

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• bucket instead? Thanks for

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Radio seript

Water's precious whatever the weather, so thanks for using it wisely. We've had all KINDS of weather this summer, but in ease there's a bit more rain, why not order a water butt to catch some for later'! When the temperatures DO soar, the need for water usually does too, so thanks for holding off with the sprinklers. Did you know that a fully-loaded modern dishwasher can use less energy and water than washing up byhand. Come on Yorkshire, let's squeeze every drop out of summer. To find out more, visit Yorkshire Water dot com forward slash tips.

The results

Across Yorkshire,

in just 10 u,eeks...

drought permits needed We saved We generated savings of for our customers litres of water

*where billed through a water meter

Educating our customers about the value of water.

Autumn and Winter

We also created season specific communications.

Yorkshire love autumn,

• v -r-lov.e saving water

l- , .•.

,,,;1

·-·-·-·

Thanks for.

taking a shower

it uses tess water than a bath

YorkshireWater

• .

Order your FREE water saving pack yorkshirewater.com/tips