About Thirsty Planet
Thirsty Planet chose to partner with the charity Pump Aid, which provides clean water solutions in sub-Saharan Africa. An efficient, relatively low-profile charity; 90p from every £1 goes into direct delivery. Thirsty Planet has been the dedicated charity water brand that has been committed to doing more; guaranteeing more money per bottle goes to charity and ensuring more money donated, goes into direct project delivery in Africa. Thirsty Planet has already donated over £1.9 million, helping provide 1.35 million people with clean, safe water. The clean water that Pump Aid provides has a massive impact on health and has transformed communities, enabling children to go to school and crops to be irrigated.
The Brief
To create a campaign to raise awareness of the newly branded Thirsty Planet range within 18-24 year olds. Specifically students. Capture the attention and imagination of the target audience. Include interaction and the opportunity to develop loyalty. Stand out from other charitable water brands on the market. Make healthy hydration, whilst doing good, ‘cool’. Come up with creative that is fun, engaging, allows consumer interaction and promotes loyalty.
What I Created
After mapping out ideas and taking onboard the briefs specific deliverables. I felt that the best option was to create an app.
This app allows the user to:
• Interact with the packaging of Thirsty Planet water to gain points
• Rank up and unlock special badges
• Compare points with friends through Facebook
• Donate easily
• Check total money donated on a live-time map of Africa
• Read about how the money is helping out across the Continent
