Anglian Water

H2OMG

In the summer, we helped Anglian Water to deliver a really exciting new style of public consultation. In developing their next five year strategy, OFWAT expects this utilities business to engage the general public in their plans – so our role was to get people really interested, and give them the facts that allow them to form and share their opinions on water resilience planning.

It being right in the middle of summer holidays, we came up with the creative strategy of a fairground where the topic is water. And so H2OMG, a fairground themed week-long consultation event at The Forum in Norwich, came to be. We designed water-themed (and often cheeky) fairground stalls including Beat the Bog where blue and brown beanbags are thrown into carnival-horse style loos, each with their own name and design. Other handcrafted stands included a waterwheel, with facts and prizes; the watersource marble run, interactive quizzes and a giant 4m inflatable tap!

Every single stand, and all surrounding messaging and displays, was designed with love in Spring’s graphic design studio and built by a local display manufactuere under our direction. The partnership between the team at Anglian Water and Spring is highly collaborative, with members of each team working at times in the other’s offices, and great regular communications to keep everything on track.

Held from 14th – 19th August 2017, the event competed well in the height of the summer holiday to welcome 33,000 people, approximately 6,600 per day. At the start we agreed a target of 8,000 genuine engagements – so it was fantastic to draw in almost 21,000! Engagements were counted as people who actively participated on each stand, made a pledge to change their water use behaviour and provided essential data that will go towards informing Anglian Water’s next five year investment strategy.

Local coverage included BBC Radio Norfolk, BBC Look East, ITV Anglian, Mustard TV, a double page spread in the Eastern Daily Press and coverage in all regional newspapers and their online channels to deliver a further reach of 3,286,622. Social media reach totalled 346,599 and 24,206 engagements.

H2OMG exceeded every KPI set with 8,000 more visitors, almost 3x the engagement engagement levels at the event and both PR and social media reach.