We Are Water Foundation: WE ARE WATER

Credits & Description:

Category: Charity and Not for Profit
Advertiser: WE ARE WATER FOUNDATION
Product/Service: NON PROFIT ORGANIZATION
Partner & Chief Creative Officer: SISCU MOLINA (TIEMPO BBDO BARCELONA)
Creative Director: JORDI COMAS (TIEMPO BBDO BARCELONA)
Executive Account Manager: PEPA BARTOLOMÉ (TIEMPO BBDO BARCELONA)
Account Supervisor: ROSA B. ROY (TIEMPO BBDO BARCELONA)
Producer: ALDO GUENTHER (FREELANCE)
Communication Manager: XAVIER TORRAS (ROCA)
EDITORIAL DIRECTOR: SANTI SERRAT (LATITUD 42)
CREATIVE DIRECTOR: CRISTINA BARREDO (LATITUD 42)
DIRECTOR: IZASKUN MARTINEZ (BURSON MASTELLER)
Strategy & Communication General Manager: JULIO PAREDES (TIEMPO BBDO BARCELONA)
Media placement: Email Teaser - INTERNET - 23 August 2010
Media placement: Personalised E-Mails To Bloggers - INTERNET - 23 August 2010
Media placement: Press Announcement - INTERNET - 23 August 2010
Media placement: Invitation Card To Journalists And Brand's Target Market - DIRECT - 23 August 2010
Media placement: Press Kit - CORPORATE - 28 September 2010
Media placement: Promotional Gifts - CORPORATE - 28 September 2010
Media placement: Explanatory Dossier - CORPORATE - 28 September 2010
Summary of the Campaign
The aim of this campaign was to publicise the creation of the Foundation and its first initiatives. To do this, we planned a 3-phase campaign, which was implemented in every country where the Roca brand had a presence. The success of the action was the result of uniting different initiatives and partners, which helped enrich and spread the Foundation’s message; a message about a fact that, in reality, affects us all.
The Situation
The main objective was to publicise the Foundation and its activity, as well as to create interest in the actions and projects it was promoting. In short, the intention was to stir up the interest of the Foundation’s target audience in the presentation event and its first initiatives during this initial phase.

Our target audience included:
• Communication media/Journalists
• Opinion leaders (politicians, etc.)
• Bloggers
• Institutional representatives (politicians and institutional positions)
• NGOs
• Stakeholders
• Brand’s target market
o Architects
o Designers
• Complete database for each Business Unit: architects, designers, suppliers, clients.
The Goal
To launch the We Are Water Foundation, in Spain and internationally.
To raise awareness of the problem of global water supply.
To raise money for initiatives to improve access to water.
The Strategy
The message used for the launch was "WAW, the most exclusive water in the world"; a teaser message that was intended to make the audience reflect on the real value of water, not only in affected areas, but also in their own lives, and in the near future.
The campaign was planned in three phases:
1. Warm up: June – August 2010
2. Announcement: activation from 23/08/10
3. Launch: 15/09/10 to 28/09/11
Execution
1. We wanted to warm up action to create expectation before the Foundation launch. The objective was to create interest in a global problem through rational data on the world water issue.
Announcement: activation from 23/08/10
2. The objective was to bring together the key social stakeholders in the countries, communication media and brand’s target market. We pretended to announce and invite Roca’s main target market in each country.
Launch: 15/09/10 to 21/09/11
3. We made the official presentation of WAW almost simultaneously around the world on September 28th.
The campaign was launched in 19 countries almost simultaneously.
At the end of the presentation, a documentary by internationally acclaimed film director Isabel Coixet was shown. The documentary was about the Aral Sea, once the world’s fourth largest lake - this was given a premiere at the San Sebastian International Film Festival as if it were a feature film.
Documented Results
The launch was picked up by hundreds of blogs, newspapers and TV channels around the world. 417 media outlets covered the story, reaching an audience of 132.4 million people.
The equivalent media value was 3.2 million euros.