Voice of Water. Audio identity of natural Ukrainian water
Most of the drinking water brands on the Ukrainian market tend to play natural. We had to break through the clutter and explain the product benefits of "Morshynska" in an innovative way, immersing people in naturalness on sensational level. "Morshynska" had to become a pop-cultural product with clear authentic image.That is why we created “Voice of Water” — the first audio identity of natural Ukrainian water. To communicate the idea of naturalness, we crafted six instruments that could be powered only by water, and recorded them in challenging Carpathian environment. Modern musicians whose music represents strong national roots teamed up to join the water in all its creativity. The communication headliner was music video. It was supported by emotional documentary story. Much more details were collected on a digital hub. We spread it through digital channels mostly. Every campaign aspect was adopted to the point of consumer contact: a bottle of water, mobile, desktop, audio platforms. Depending on the media the content was distributed relevantly, yet coherently in terms of style and emotional message.For the first 2 months of campaign we’ve got more than 300 000 site unique visitors, 200 000 in-store music activations via “Voice of water” bottles, and site-immersion from 3 up to 8 minutes. The track reached 5000 downloads. We made people think out of the bottle about natural and authentic.