United Utilities has combined an experiential activation with a major roadshow as part of a consumer consultation which the utility company is required to carry out every five years.
The roadshow is currently working its way across nine locations in the North West of England which United Utility supplies. Playing on the theme of water, the public is being asked to indicate what issues are important to them – for example good service, helping the vulnerable or saving the environment – by pouring water into relevant funnels. There is also a bespoke graffiti wall for people to leave personal comments on what they would like to see improved or what they currently like.
Experiential marketing agency Independent Events (IE) was appointed to run the roadshow by full service digital marketing agency Delineo, which is working on the consultation for United Utilities. IE is providing a team of consultants to staff the innovative stand in shopping centres and high streets.
Reaching out to over 1500 United Utility water customers, the consultation will ensure that the company is gaining vital feedback on quality, services and price and will also deliver on a regulatory obligation.
Natalie Kavanagh of United Utilities says: “It is essential we know what our customers care about most. Many people do not think about it, but water helps the North West function every day. It is highly vital that we get the balance right, whether it’s water quality at the tap, reducing the number of pollution incidents, help customers struggling to pay their bills, or reducing flooding from sewers to plugging more leaks.”
IE is an award-winning experiential agency with clients including BooHoo, Famous Grouse, Kerry Foods, DFDS and Nissan.