We invented a new tool – AQUA SCANNER – a mobile app that gives you all the purity & safety information about ALL BOTTLED WATERS on the shelves. Just by scanning the label, Romanians can get all the hidden purity information they need and to be confident that the water they buy is good enough to give their children: the Nitrates concentration is shown in the first place, but also other factors as well: the PH, the level of minerals and so on.
The app delivers the data about the purity of the water and compares the water brands, helping people make an informed decision on choosing the best product available. All the scientific information was delivered by a third party – a certified national laboratory, that tested all the waters available at the time and provided the research data.
We needed to push everybody’s buttons as much as we could, so we went for the channel with the biggest visibility in Romania: mobile – the fastest growing channel – and national TV stations, during prime-time news, broadly watched family shows, high rating programs etc., targeting parents with small children, health conscious groups, informed people and general audiences as well.
We brought to the public attention bold questions and facts to make people question their water choices: ”How much do you know about the water your child drinks?”/ ”How do you choose your water?”/ ”Nitrates are good for plants, but bad for you.”/“How much do you really know about the water you drink?”-> ”Find the truth about the waters in Romania.”
Then we would direct people towards the campaign’s website / app download, to find real information about their chosen water brand.