El Paso Water Utilities wanted to raise awareness of the excellent job they were doing by bringing a seemingly endless supply of water to the desert. They'd invested millions in seawater desalinization, conservation and other cutting edge water wrangling techniques. They were so successful that they wanted to tell the municipality to relax a little bit when it came to water. Spill some, throw some, go crazy — water your yard even. When people are very accustomed to saving every drop, making a big splash can cause quite a stir.
Challenge:
Shift the deeply held beliefs of water scarcity to a story of water abundance, showcasing El Paso Water Utilities’ triumph in advanced water management.
Strategy:
Launch the "Water Forever" campaign, portraying joyful, water-soaked activities to reflect the utility's success in ensuring a reliable water supply amidst a desert backdrop.
Execution:
Crafted a compelling TV commercial displaying the meticulous water delivery process, followed by vibrant scenes of residents relishing in water activities, symbolizing newfound water liberty.
Results:
• Sparked significant local discussions
• Raised awareness of the utility's achievements
• Transitioned the narrative from scarcity to abundance
• Showcased cutting-edge water management techniques
• Amplified the campaign's message across town
• Educated residents on the reliability of the water supply
