AFFINITY WATER
(2020-2022)
Bill Redesign
Harnessing nudge theory to encourage customers to save water, pay sooner, sign up to direct debit and self-serve
Strategy
Working with the Behavioural Insights Team and Outre Creative, we ran a randomised control trial with 1.8m households.
18 variations of bill modules were A/B tested, including neighbour comparisons, regret lotteries and personalised tips.
Results measured via meter readings over 18 months.
Results
250m litres
Total savings from the trial among the 712,000 customers in the final sample are estimated to be
600m litres
per year
When Affinity Water switch every metered customer to the best-performing bill version total savings could be up to
In St Albans District (c. 56k households), the per capita consumption (PCC) was 10 litres a day higher than the national average.
This figure became the focus of our strategy: both motivation for change and a target for people to aim towards.
We created a localised integrated campaign, using out-of-home media, PR, display advertising and press to generate awareness and drive residents to GetWaterFit to sign up for free water-saving devices.
Changing residents water saving behaviours
Strategy
Branding and design language
Events management
Community engagement
In St Albans District (c. 56k households), the per capita consumption (PCC) was 10 litres a day higher than the national average.
This figure became the focus of our strategy: both motivation for change and a target for people to aim towards.
We created a localised integrated campaign, using out-of-home media, PR, display advertising and press to generate awareness and drive residents to GetWaterFit to sign up for free water-saving devices.
Strategy
Strategy
In St Albans District (c. 56k households), the per capita consumption (PCC) was 10 litres a day higher than the national average.
This figure became the focus of our strategy: both motivation for change and a target for people to aim towards.
We created a localised integrated campaign, using out-of-home media, PR, display advertising and press to generate awareness and drive residents to GetWaterFit to sign up for free water-saving devices.
Received second place in the most innovative campaigns award
Strategy
In St Albans District (c. 56k households), the per capita consumption (PCC) was 10 litres a day higher than the national average.
This figure became the focus of our strategy: both motivation for change and a target for people to aim towards.
We created a localised integrated campaign, using out-of-home media, PR, display advertising and press to generate awareness and drive residents to GetWaterFit to sign up for free water-saving devices.
275k
customer engagements
via social and email
It’s really rare to find a group of people that have the breadth of skills and also passion to help us bring the project to life
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