Neighbourhood by neighbourhood
The people in the Barcelona Metropolitan Area didn’t know the services and help that Aigües de Barcelona offered. We also had to make people aware that the water in the Barcelona Metropolitan Area is among the best in the world.
As we knew that we had to change a perception and knowledge of the work that Aigües de Barcelona did, we looked at what we had to do in a campaign that wasn’t a one-off, that would help people and that would create engagement.
But to be credible, we had to work on data that were relevant to the population.
We could work using big data, geolocating information by neighbourhood or town in the Barcelona Metropolitan Area.
We created Neighbourhood by Neighbourhood, a communication action in which we geolocated in 32 towns and neighbourhoods the 4 pieces of data that were relevant to the people: water quality, average bill, people attached to the Aigües de Barcelona charity fund and families using banding rates.
To create the communication, we looked for 128 people who were relevant to the neighbourhood or town to be our ambassadors.
To carry out the communication, we personalised the light boxes, press, radio, online and TV in each town to communicate the average neighbourhood data.
And, more importantly, we helped over 33,730 people in the Barcelona Metropolitan Area.