Sydney Water, a world-leader in providing clean drinking water, wanted to tackle the problem of single-use plastic bottles while increasing brand awareness. Its sponsorship of the Thunder and Sixers cricket teams provided the perfect engagement platform to remind people to bring their own refillable bottles while communicating that Sydney Water is the better form of hydration. To inspire this behavioural change, we looked to gamification. Our Bring it To Win It campaign incentivised match goers to make use of dedicated hydration stations and, using NFC-enabled water tags, we were able to track and reward every refill.

Results:
25k + fans engaged
17k plastic bottles saved
$38k + saved by fans

Solution: Sydney Water is a world-leader when it comes to providing clean drinking water, but was facing two challenges. Firstly, a lack of brand awareness among the public and secondly, the rise in single-use plastic bottles destined for landfills. As the official Hydration Partner of the Thunder and Sixers cricket teams, we wanted to use match season to remind people to choose refillable bottles and communicate that when it comes to hydration, Sydney Water is the better choice.


To inspire this behavioural change, we turned to gamification with our Bring It To Win It (BITWI) campaign. Kicking off with players bringing their own reusable bottles to game day, match goers were encouraged to also bring their own bottles which could be refilled at dedicated hydration stations. Using NFC-enabled water tags, we tracked those who refilled and rewarded them with prizes. The more they refilled, the more they could win.


Creating the connection: The campaign engaged over 25,000 fans saving 17,000 bottles from entering landfills, but the biggest win was championing positive behavioural change. It clearly demonstrated the power of simple but effective tech – even something as simple as a sip of water can become a rewarding brand experience.

Read more

Read less