Yarra Valley Water’s integrated WaterCare campaign via Think HQ
Yarra Valley Water has highlighted its customer care service, WaterCare, in its latest integrated campaign via Think HQ.
The campaign is designed to identify and support vulnerable customers, particularly those who may be facing financial hardship, by addressing the barriers customers face in accessing financial support to help them pay their bills.
Acknowledging low awareness of available options as a key barrier for many customers, the campaign aims to overcome the stigma associated with asking for help by normalising conversations about bill payment options, with the tagline ‘whatever position you’re in, we’re here to help’.
The strategic objectives behind the creative are to raise awareness of Yarra Valley Water’s WaterCare support program and drive proactive engagement among customers struggling to pay their bill, with the hope of building trust in the Yarra Valley Water brand.
Creative executions include 30, 15 and 5-second videos with BVOD and social media placements, social media ads, out of home, direct marketing, eDMs and SMS messaging.
The 30-second iteration of the campaign video reassures customers that “receiving a bill never feels great”, directing them to the WaterCare team to find a solution to help them or loved one “keep on top of their water bills”, reaffirming that this support is friendly and accessible. Each line is spoken by a different character, in home and workplace settings.
The campaign messaging will be refined and segmented to reach customers most in need of support during the relevant periods in their billing cycle thanks to Think HQ’s collaboration with data services and credit reporting provider Experian. Here, Think HQ drew on data science and machine learning algorithms to build predictive models around payment behaviours.
The communications focus will shift across the bill cycle, with targeted messaging through various touch points appropriate to each of the awareness, consideration and action stages.
The creative has also been designed to reach a range of culturally and linguistically diverse communities, including Arabic, Greek, Cantonese, Mandarin, and Vietnamese, as well as First Nations peoples and concession card holders.
“The research showed many customers who were struggling with bills didn’t know about the support or rebates that are available to them. This highly targeted campaign is designed to turn that around by reaching the people who will benefit most from accessing the support and rebates they may have been missing out on until now,” Think HQ group head of creative Andy Lima said.
Yarra Valley Water managing director Pat McCafferty added that WaterCare is all about helping customers through dedicated support and tailored solutions to suit individual needs, with the utility assisting customers to claim over $52 million in concession discounts over the past 12 months.
“Receiving your water bill shouldn’t cause extra stress. If people are finding it tough to keep on top of their bill, our WaterCare team is here to help.”
“This campaign will let them know not only what support is available to help them, but that the WaterCare team is there to help them navigate the options and find the best solution for their needs,” Tamara, YVW senior campaign specialist added, commenting on the purpose of the campaign.
CREDITS
Yarra Valley Water
Senior Campaign Specialist: Tamara Reid
Customer Strategy & Insights Manager: Julian Hill
Think HQ
Founder/Managing Director: Jen Sharpe
Group Head of Creative: Andy Lima
Creative Director: Simon Yeo
Senior Art Director: Nathan Barrow
Senior Copywriter: Ryan Graf
Art Director: Camilo Suarez
Head of Strategy and Research: Lani Cush
Senior Account Director: Torey Fitton
Production:
Director: John Sheedy
Integrated Producer: Grace Quinn
Production Assistant: Natasha Brock
Director of Photography: Michael Lincoln
Video Editor: Matthew Fregnan
Motion Graphics: Xiaohong Jiang, Roberta Ramalho
Experian
Evelyn Hamilton – Consultant Analyst
May Liew – Consultant Analyst
Jonathan Haniman – Lead Analytics Consultant
Anthony Lansdown – Commercial Manager
Matt Simjanoski – Account Manager
Girish Vatvani – Senior Solutions Consultant
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