Case Study Department of the Premier and Cabinet
Creative campaign to promote water bill savings for South Australian households.
The quarterly water bill can be one of the largest regular expenses contributing to the daily cost of living for South Australians. Through a pricing review, announced as part of the State Government’s election commitments, a reduction in water prices took effect from 1 July 2020.
Fuller was successful in competitively pitching for a creative campaign to educate South Australians about this price reduction, as well as promoting the ‘savings estimator tool’, used to help households discover how much money they could expect to save as a result.
Targeting all South Australians aged 18 years and over, in particular, residents across metropolitan and regional areas responsible for paying household bills, this state-wide, 12-month campaign was required to be executed within a three-week period.
To inform the creative development and messaging for the campaign, Fuller began by undertaking extensive market research to glean useful consumer insights.
The key insight was the fear and anxiety that surrounds the moment a utility bill is received. We wanted to create a campaign that helped relieve that stress and the perception of the SA Water bill.
The campaign tagline “That’s a relief”, was created.
Within two weeks , Fuller managed a two day shoot, with a cast and crew of 35 people. Fuller produced a four part television commercial that featured eight SA householders reacting to the bill savings.
Fuller also produced advertising content for radio, print, programmatic (Spotify & BVOD), and digital advertising.
In addition to above-the-line advertising, Fuller also developed direct-mail communications for SA Water customers.
The campaign was delivered on-time and on-budget, and the savings estimator tool continues to receive a significant amount of daily web traffic.
A mid-campaign report produced in November 2020 found that:
- A high proportion (62%) of South Australians spontaneously recalled seeing or hearing about the cost of SA Water bills, a significant increase of 46 percentage points compared to pre-campaign.
- The tagline was recalled by one in two South Australians (52%).
- Among the three media ads, the recall for the TVC was highest (64%).
That’s a relief!