How Scottish Water used sustainability to build customer trust

‘Top up from the tap’ using refillable bottles. This was the messaging behind  a campaign that led to Scottish Water reaching customer trust levels of 79% according to YouGov Data.  With its focus on brand as well as behavioural change, the ‘Your Water, Your Life’ campaign sought to convince Scots that tap water was as good-if not better than-water in pesky plastic bottles.

To drive home their point, Scottish Water consulted with communities on the best locations for 80 ‘top-up taps’. This prompted more than 1,500 requests from interested people on social media. Once the sites were selected, the new taps were added to a digital ‘tap-map’, a move that attracted 46,000 visitors in just half a year.

Scottish Water worked with agency Always Be Content to ink a deal with Network Rail on a tap that was co-branded, while eight pop-up taps were installed at the Edinburgh Royal Highland Show. Scottish Water also worked with Police Scotland to place 20 pop-up taps on the COP26 conference campus in Glasgow in 2021.

As an added incentive, consumers were offered a free refillable bottle in exchange for signing up to Scottish Water’s newsletter. A move that attracted 30,000 subscribers by the summer of 2022. 

The campaign appeared in a variety of media such as print and TV, reaching an audience of 25.7 million. 

A campaign with a message and significant impact.