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Cogent

Core disciplines: Advertising/Creative, Digital, Integrated marketing

 

THE BRIEF

To increase positive brand engagement and reverse negative perception around annual billing time.

 

 

THE CHALLENGE

Being in a low-interest utility category, Yorkshire Water suffered from low brand affinity.

Around annual billing time, Yorkshire Water experienced a dip in customer satisfaction and positive brand perception.

We successfully started tackling these challenges with an earlier campaign, ‘This is Yorkshire Water’, which showcased

all the ways Yorkshire Water positively impacts the daily lives of people in Yorkshire, beyond just clean, safe water.


Next, we had to step things up to find real affinity with Yorkshire folk.

 

 

THE SOLUTION

The ‘Course it's better’ campaign platform draws on the heritage and folklore of the region. We created an integrated

campaign designed to rally pride. 
Living 
across outdoor, giveaways, social media, press advertising and more, we created a

range
of shareworthy content that the people of the county could really get behind.

Cogent together with Yorkshire Water. #CourseItsBetter from Cogent on Vimeo.

 

THE RESULTS

 

 

OH, AND ANOTHER THING...

 

April Fools - Yorkshire Water from Cogent on Vimeo.

 

 

This film was launched across social media on the 1st of April...

 

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