Creating an advertising campaign that is clear, concise and timely is important especially when you need to get the message out to everyone in a specific demographic.
Brio Group worked with Queensland Urban Utilities (QUU) to do just that when they were announced as the new name for water supply and maintenance.
On a campaign like this it is incredibly important to keep the message simple and straight forward, so that it can be easily understood by everyone. For this campaign we used ‘New Name. Same Local People’, to clearly show that the only thing to change was the name. No one lost their jobs, there was no big corporate takeover and QUU will be the new name on your water bill when you receive it.
Another important component of the campaign to keep in mind is how the brand is being developed and represented. Consistency in tone of language, visual representation and messaging all need to lead back to and reinforce the brand to slowly build trust and professionalism.
There were four steps we rolled out as part of this campaign: Familarisation, Pre-Bill, Launch and Bill.
Click here to read our case study with all the details on what we did.
Yours in advertising campaigns,