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 reservoir levels levels of leakage demand linkedto commitments across the UK from industry warm weather 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 • Water industr leakage has big impact strong anti-hosepipe ban feelings and arguments on perception of restrictions • Hosepipes are linked to customers enjo ing life, • Companies should do more to avoid bans facilitating relationships and protecting things • Water level information can be an important part customers have spent their money on of encouraging customers to reduce water usage • A hosepipe ban is l i k e l tofrustrate and anger • A request to 1,e careful with water is l i k e l t o • Customers need knowledge and information 1,e more impactful and positively received than to make the right decisions a hosepipe ban • Customers recommended empowering them to use less water via education, rather than ordering them to do so
(D I'd be upset, angry if we couldn't fill up the paddling pool. I "Hosepipe bans of customers would b e unhappy if ahosepipe wouldn't want my ban was introduced. were developed son to miss out on special family times as a 20th eentury in the garden ID solution to drought, but we (D Bans protect or a - a very a r e n o w n create profits for shareholders - water companies create a different world" false sense of need in order to justify raising prices in the name of investment ro
"England eould faee a 'jaws of - • "w n r . a t e r ean 1,e said they used morebut drawn from death' situation other parts of the eounty to support where there will areas where there has 1,een said they usedless not be enough less rainfall" "I think everyone elean water should 1,e trying to use less all the within 25 years " time. Yorkshire of customers said Water should 1,e they used the same eneouraging people Sir James Bevan, or less water than Env iro nm ent Ag e n cy chi ef execut ive they usually do to shower not 1,ath, for e ample"
- a smarter wai • It u, as t i m e t o f n ' ! all ,ear rouna. a a e , t e m a n a a "Do we really toman 8 need to use so We knew mueh water'! of customers There's the bigger tamers believe we're not global picture our eus "'lling to think of" would be u,1 to help••• "Customers pay for what they use and there's no rebate for using less"
our objeetives for- 201CJ
&aw it works 0 0 0 Getting the Serving the Asking the right questions right answers right message We formulated three questions, Using our Water Situation report, We delivered razor sharp targeted, to apply to different locations we started to build a database of relevant messaging recommending across Yorkshire: how demand, rainfall and stock water usage to our customers, levels per area would affect what we based on fact, in real-time. How much water is being used there? needed to say to those customers. How much has it rained there? How much water do we have left?
Sheffield, Amber, been Campaign strateg, dry advertising creative Doncaster, Many c r e a t i v e Red, currently Planning the media dry advertising Data from executions creative for the week each area Has rainfall York, Green, been lessthan currently dry 50% for four advertising or sixweeks creative triggering Amber or Red? WATSIT report Creative bank Advertising of adverts route demand weather Your community Automatic Data output Sheffield, Are supply and stock data budget covering location selected and - your unique with Green, Amber, stocks for: Sheffield, and weather message Amber or allocation campaign currently triggering scenarios for Leeds, York, Hull based on Red status for plan for based on your raining Amber etc. The report is Green, Amber area status. week is local situation. advertising eacharea . or Red? and Redstatuses. creative analysed looking agreed. at these factors. Hull, Green, Has demand currently dry triggered Green advertising Amber or Red? creative Using the traffic Skipton, Red, light system currently raining advertising creative
r r
Data driven targeted messages delivered to eaeh area based on... • a Demand 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. 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! - • 0 I I I I I I I I I I I I Get water saving tips. Learn m o r e > Learn m or e > Learn m o r e >
Cur.rently dry •• , YorkshireWater ... Yorkshire Water W W Spcnsored Sponsored LearnMore LearnMore o a 'ii' o a 'ii' o a 'ii' o a 'ii' 69 likes 69 likes 69 likes 69 likes It's boiling out there. So only fill t h e Th ere's rain on the way... why It's been a scorcher. So only fill It's raining, butt... next week looks k e t l e w i t h whot you need - you'll not get o water butt t o collect t h e k e ttl e wi th whot you need - dry ogoin. So,get the water butt save water and money. Come on o bit for your garden? Come on you'll save water and money. out.Come on Yorkshire, let's squeeze Yorkshire, let's squeeze every drop Yorkshire,let's squeeze every drop Come on Yorkshire, let's squeeze every drop out of summer. Don't hove out ofsummer. a water butt? out of summer. every drop out of summer.
.. Been dr. Cur.r.entl d r. YorkshireWater ... • . • Yorkshire Water W Sponsored W SponSO<ed QO QO Q O QO 69 likes 69 likes 6 9 likes 69likes Yorkshire, it's been a scorcher. Molton, lawn loving the rain Sheffield, thanks for holding off with Hull,t hanks for turning off those Spend 2 minutes less in t he shower and soaking it all in? Why not save the sprinkler.Thanksfor squeezing tops while you're brushing your to save water.Thanks for squeezing some for when it's not raining with every drop out of summer. teeth . Thanks for squeezing every everydrop out of summer. a water butt. drop out of summer.
A messaging matri*:Red Been dry Currentl raining Currently dry Currentl dr Yorkshire Water •.• G YorkshireWater ••• G Yorkshire Water ... W Sponsored Sponsored Sponsored 69 likes 69 likes 69 likes Yorkshire, cleaning your car this Bradf ord, it's been a scorcher. Calder, it's raining butt... we st ill need York, paddling pools still full? week?W hynot hold off on the Help our reservoirs refill wi th to save water. So get the water butt During the dry weather, use the ourrangeof handy t ips. out. Help us squeeze every lost drop water to fill your watering con. hosepipes while it 's dry and use out of summer. o bucket instead? Thanks for Together we'll squeeze every Help us squeeze every lost drop lost drop out of summer. out of summer.
Equipment & Tools • o = · = - - - - - ·- = - - = = - - --- 2 ° " off Garden Uptol5 ottTech p U t 7 ottC•mplng & A p p l Breakingnews Tenarrested arter policeoffi r killed inBerkshire
◆ • A • \ p;u,d, l 1 l S ., l o r ( 1 : - : - - - : · --------- ,,,,,_.,. . u --·· - - - ·· - .,. - · - - - - · - How Much Water CanSuos . ! ! . . - - · I Save?
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 by hand. 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 *where billed through a water meter litres of water
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- , Thanks for. . • . YorkshireWater taking a shower ,,,;1 it uses tess water ·-·-·-· than a bath - . Order your FREE water saving pack yorkshirewater.com/tips
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