youth is wasted on the young

Problem/ChallengeBrita wants UAE market behavior bottled water filtered tap water

Cheaper

Cleaner

More Environmental Friendly than bottled water.

Brita is

Facts and numbers

According to a report of the World Wide Fund for Nature (WWF), roughly 1.5 million tons of plastic are expended in the bottling of 89 billion liters of water each year.

In the United States, plastic used to create bottles uses an estimated 15 mil-lion barrels of oil annually

Most bottled water is consumed away from home, usually at a park, in an office or even while driving — areas where there›s usually no recycling

The opportunities for recycling outside the home are minimal

40 million bottles a day go into the trash or become litter

The recycling rate for plastic bottles is around 30 percent.

1 filter replaces 150 plastic bottles.

Approach

Purely environmental

Campaign brief/strategy

Market Background Founded in 1966 Philosophy: -Improve the quality of their tap water -A symbol of power and clarity -Movement and regeneration -Life itself

Products: Household water filter systems & cartridges -Jug water filters-On Tap water filters-Water filter dispensers

Competition: Bottled Water such as Perrier, Arwa, Aquafina, Nestle, Masafi

Buisness Objective: a world where drinking water of the highest quality is always available to everyone.

Advertising Objectives: Get people to drink Brita filtered water instead of bottled water; create a bigger market share

Target audience: -Youth (Tweens) -Government -Distributors -Media

-Social Media -Public Relations

Media:

Brand Promise: Innovative products and solutions that enable people to experience the best possible drinking water according to their individual needs.

Support to proposition: Credibility through UN

Tone of Voice: active, casual, friendly, familiar, credible, trustworthy

Goals

Create an on the ground project that will push young students to change their behavior and call out for action.

Create an emotional relationship between brita and the students

Show interest in the youth and make them take part of the brand

Create an act of mass participation

Create a community for students to feel motivated, inspired, influenced and influential

Create awareness about the brand itself which is a new product category in the UAE

Create an intersection between entertainment and advertising

Create contagious energy and excitement

Benefit from social networking

Call out for governmental support

Create an energy that will last: through the installation that can be taken back to campus and through the Facebook page and website

Tittle of the project

Message in a bottle(selling line)

Phase one11th September - 25th September

Challenge the government

Contact restaurants and venues

Offer students a platform to express themselves

Call industrial countries to send all their plastic bottle trash to us.

Create one of the biggest art installations for plastic bottles in Dubai

Phase two25th September - 8th October

Students will create their art pieces from all the plastic bottles we collected

While they are creating their art pieces no media access will be allowed

Students will be encouraged to tweet about their progress and experiences.

Phase three9th October - 15th October

The Exhibition will be open to the public and the media

Inviting art professors and artist from around the emirates asking them to volunteer in crystallizing the work of the students.

We will be inviting the most influential people in the UAE for the opening ceremony.

We will then inform that to vote for an art piece, the voter shall sign the petition to install more Brita water fountains around the emirate.

PhasefourAfter 15th of October

The art team of 5 that got the most votes will travel to Germany to meet a well known artist as well take part in his or her exhibition.

The art pieces will be placed around the UAE branded by Brita.

We will collect the results of the petition & plead the government for the water fountains.

The art pieces will be exhibited on our website.

Feeling Bottled in?Well, tell me about it!We shall join forces & attack the bottle-ness Form a team of 5 & apply on our Facebook page “Brita”Then show up on the 25th of September & embark on the journeyThe journey that will transform plastic bottles into expressive art piecesWe will win the fight hand in hand, one bottle at a timeThe best art piece voted by the art exhibition attendees will embark on another journeyA journey to Germany to work in an exhibition with a top artist

Student message

Mass message

I travelled the 7 seas hoping to get to you;More like the 7 oil stains on earth!Plastic water bottles are ruining my journeys,And they shall be sent to doom on Oct 9th till 15th,They will be showcased as art pieces in an art gallery of its kind in Jam Jar,Send the message to your friends, not using a bottle,But our Facebook page “Brita”

Thank you