For Wales. Not for Profit. Heavenly's 2016 campaign for Welsh Water

What We Did

Welsh Water is a unique, not-for-profit water company serving 3 million customers in Wales and The Marches. But not a lot of people know it's not-for-profit.

So Welsh Water asked Heavenly to help raise awareness of its not-for-profit status over the summer of 2016. Why? Because awareness of not-for-profit translates directly into increased levels of customer trust.

We were asked to raise awareness by 5% over the campaign period.

At the end of the campaign, awareness of Welsh Water's not-for-profit status had increased by 20%.
We're proud of our not-for-profit status, and we're proud of the fantastic results Heavenly delivered for us.

Morgan Lloyd, Head of Brand and Marketing, Welsh Water.

How We Did It

We began with some Heavenly thinking.

We believe in the power of the Pennydrop Moment - the simple idea that gains traction in an impatient world. So we asked ourselves...

If Welsh Water is not for profit, then what is it for?

It's for living. For clean water delivered to our homes, and for waste water seamlessly taken away. It's for Megan’s bath time.

It's for work. Welsh water is the life force behind some of Wales’s very best products and produce. For Pembrokeshire potatoes and for Brains beer.

It's for play. Welsh Water is the custodian of some of Wales’ most beautiful landscapes. For cycling at Llyn Brenig and for sailing at Llandegfedd.

If not for profit, then for the future.

If not for profit then for all of us.

If not for profit, then for Wales.

For Wales. Not for Profit.

We launched our campaign with receptions at the Senedd - home of the Welsh Assembly - and at Westminster. We gave a personalised Welsh Water bottle to every Welsh MP and AM.

For our elected representatives. Not for profit.

We made a TV ad

Directed by Ben Liam Jones and produced by Orchard Media, our Welsh Wales ad starred Welsh Water employees and their families.

Not wielding wrenches and pulling pipes, but living everyday life. Like the rest of us.

We made English and Welsh-language versions of the TV ad, along with complementary radio spots.

Watch our 60" TV ad in English...

...and in Welsh.

And you can watch our little behind-the-scenes film too:

Summer Events

We wanted to speak to Welsh Water customers in person. So we filled a shipping container with our campaign message, and Welsh Water took it to the Royal Welsh Show and the National Eisteddfod.

We created a family of bite-sized videos for social media.

Social Video
London | Cardiff | New York
Welsh Water. For Wales. Not for Profit.

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