Turn On - Promoting Tap Water to Uni Students
•
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Promoting Turn On brand (tap water) to students in University of Canberra
![[TheSituation]
90% of the
$2.53 $1 for cost of
per tap bottled
water water
litre
Some
25% are NO restaurants and
entertainment
sourced
outlet restrict
from
the availability
tapwater
of tap water
Source: (HSC, 2008)
(Jeff, A 2008)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Turn On - Promoting Tap Water to Uni Students
- 1. HOW CAN WE GET UC’S SUPPORT TO GO PLASTIC BOTTLE FREE?
- 2. [TheSituation] 90% of the $2.53 $1 for cost of per tap bottled water water litre Some 25% are NO restaurants and entertainment sourced outlet restrict from the availability tapwater of tap water Source: (HSC, 2008) (Jeff, A 2008)
- 3. [TheSituation] Canberra’s Water Based on ACTEW AGL’s report, Canberra’s tap water is safe to drink and well regulated. Source: (ActewAGL 2010)
- 4. What can we get from that? Going Bottled Free is Important for the environment, image, health And it can be done!
- 5. [ConsumerInsight] Consumers are described as more health conscious and socially aware They drink because they need it, for convenience, health purpose, taste, alternative to other packaged beverages and not satisfied with tap water Source: (ABWI 2010)
- 6. [Who Are We Talking To?] Demographics Total Population: 23,920 Age: 18 –40 years old Occupation: Student & Staff of UC Education level: College, undergraduate, postgraduate Domestic – 89% International – 11% from more than 96 countries Non English speaking background – 20% Undergraduates – 78% Over 25 years old (average) – 26% Source: (Wijaya 2010) (Good Uni Guide, 2010) (UAC, 2010)
- 7. [Who Are We Talking To?] Psychographics Health conscious Frequent consumers of water Active and adventurous Seek convenience Latest trends Generally not concerned on environmental issues but is aware of it Technology savvy Source: Team Research & Analysis (McCrindle & Wolfinger, 2009)
- 8. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Problem recognition Thirst, dehydration from daily activities, during meals Information Search Own Bottle, Friends, Cafes (Refectory, Mizzuna, Sizzle Café), Stores (The Hub) or Vending Machines Source: Team Research & Analysis
- 9. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Evaluation of Alternatives Spring, mineral, sparkling, vitamin or flavoured water Purchase Bottled water is widely available everywhere on campus - Mount Franklin, Vitamin Water, Pump Water Source: Team Research & Analysis
- 10. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Post Purchase Behaviour The satisfaction from quenching thirst Source: Team Research & Analysis
- 11. The Insight? CONVENIENCE AND SATISFACTION
- 12. [Who Are We Talking To?] Decision Making Model in Purchasing Bottled Water Role Decision Maker Initiator Self, Family, Friends Gatekeeper Friends, Family, Colleagues Influencer Friends, Family, Colleagues Decider Self, Family Buyer Self Family User Self, Friends Source: Team Research & Analysis
- 13. The Insight? VERY PERSONAL YET INFLUENCED by FRIENDS and FAMILY
- 14. Why? What do you buy Bottled Water for? Taste Refreshment Brand Design Convenience Impulse Others 3% 8% 10% 27% 37% 6% 9% Source: Team Research & Analysis
- 15. The Insight? UC drink bottled water because of REFRESHMENT and CONVENIENCE
- 16. How Clean? Do you think that Bottled Water is cleaner than tap water? Yes No 29% 71% Source: Team Research & Analysis
- 17. [OurSolution] Points of Parity and Difference + Parity: Difference: Water Free Healthy Environmental Friendly Convenient Source: Team Research & Analysis
- 18. The Problem? They think that bottled water TASTE DIFFERENT and is CLEANER than tap water
- 19. [OurSolution] The Direction Convenience Refreshment & Satisfaction Interaction Difference: Free Source: Team Research & Analysis
- 20. [OurSolution] Positioning “Free and Easy”
- 21. [OurSolution] Key Message The Convenience of Acquiring Water Whenever and Wherever at no cost It is so easy to achieve the refreshment and satisfaction
- 22. [OurSolution] Brand Mantra “FREE | FUN | EASY”
- 23. [OurSolution] Choice Criteria It must be Adaptable It must be Appealing It must be Memorable
- 25. Appeals to a wide market Fun and fresh Call to Action Translatable across cultures
- 26. [OurSolution] •Action • Active interaction + involvement • Turned on
- 27. Key Message The convenience of acquiring water whenever and wherever It is so easy to achieve the refreshment and satisfaction
- 28. 1. DIGITAL 2. PRINT 3. SALES PROMOTION 4. GUERILLA 5. PR & EVENTS
- 29. THIS IS KIRBY We need to get her support
- 30. Website Takeover
- 31. Turning on the tap leads to microsite
- 32. Microsite
- 35. Copy Based Print
- 37. Major takeover at computers in UC
- 40. MEDIA RELEASE TURN ON with UC
- 43. ‘TASTE TEST’
- 44. Giving tap water to students who ate super spicy sausages for trial
- 48. COMMUNICATES CHANGES SUSTAINS
- 49. will you today?