Innovative activations helped create buzz, including water-saving playlists on Pandora and Uforia timed to last the duration of an optimal morning shower, and an unprecedented takeover of the iconic Randy’s Donut sign. Collectively, the campaign created over 30 million Facebook views, increased traffic to the MWD website by 380%, and decreased total water consumption by more than 25%.
A DROUGHT CRISIS
AND ONE SIMPLE ACT FOR CHANGE
Metropolitan Water District (MWD), the largest wholesaler of water to the state of California, tasked us with developing a campaign to help cut water usage by 25% for the drought-stricken SoCal region. With a strictly limited budget, we launched the “Let’s Take a Turn” campaign across television, radio, digital and outdoor in five different languages to reach the area’s diverse population.
Our sponsorship of the L.A. Galaxy helped us engage Southern Californians in new ways. Through Facebook Live events, custom SnapChat filters, and PSAs starring goalie Brian Rowe, we promoted the best saves of all time—the times we all save water.