2015 Winners & Shortlists

The Brief

Since the Syrian conflict began, 9 million people have been displaced and refugee camps have been set up in neighbouring countries. They are now safe from the dangers of war but ironically face a new enemy, a lack of clean water. Arwa, a well respected bottled water brand in the region, wanted to change that by encouraging people to reconsider the value of clean water.

Describe how the promotion developed from concept to implementation

Knowing that you can’t put a price on clean water, we didn’t. We launched the integrated Price of Water campaign that asked people to pay for water what they feel it’s worth. An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online. This was followed by a unique sales promotion, with installations in more than 100 supermarkets and Burger King outlets across the UAE that removed the price of Arwa, allowing people instead to pay what they felt it was worth.

Describe the success of the promotion with both client and consumer including some quantifiable results

This unique Price of Water sales promotion saw people pay an average of nine dirhams for a bottle of water, when the regular sales price was only one dirham. This allowed Arwa to provide a long-term solution by installing two permanent water filtration systems in Zataari Refugee Camp, that’ll provide thousands of litres of clean water every month. The Price of Water activation made people realise how priceless clean water is by removing the price altogether.

Explain why the method of promotion was most relevant to the product or service

Arwa is a well respected bottled water brand in the region, so it is the perfect brand to develop a campaign about the scarcity and value of water. By removing the price of Arwa altogether and allowing people to pay what they felt water is worth, The Price of Water campaign made people stop and appreciate the true value of water.