2016 Winners & Shortlists

Brief Explanation

Arwa is a processed bottled water brand that needed to increase its market share in a heavily commoditized category for a product that is vital to life but everyone takes for granted. So we decided to give the importance of water a context that the everyday consumer could simply not ignore. And more than that, we decided to put the impact our message into practice for 3 days and allow consumers to pay what they felt Arwa was worth, with the proceeds being donated to providing clean water for the Syrian refugees. The effects of the campaign were felt far beyond just the 3 days of the activation. Over the 2 month duration of the campaign, we generated over 8.2 social media impressions and 30 million total media impressions, as consumers bought into our message and spread it across the country and the region. We increased Arwa’s market share by 4% and its revenue by 28%, quadruple the overall growth rate of the category. And during the 3 day “pay what you think it’s worth” activation, consumer’s demonstrated the impact of our message by voluntarily paying over 900% more for a bottle of Arwa. We showed that a normal water brand could tap into consumer’s hearts by demonstrating its worth on a practical level, transforming the brand from a commodity to a brand of real value.