A Neau guerrilla campaign kicks off today at the Lek en Linge secondary school in Culemborg. This is a special campaign created and carried out by a special campaign team comprising 15 enthusiastic students, supervised by communication agency Vandejong.
Young campaign team
The 15 students represent different levels (vocational to
professional education tracks) and ages (12 - 17 year
olds). With help from Vandejong they developed a complete
campaign for the anti-brand Neau. This alternative tap water
brand aims to raise awareness among people in the Netherlands
about the international drinking water problem by emphasising
the quality of Dutch tap water.
The Neau campaign
The campaign team got to work on 15 March with a teaser
campaign, which is being followed up today with all sorts of
guerrilla activities in and around school. There are posters
everywhere at school and lots of screens showing their homemade
commercials. Plus, all of the soft drink vending machines have
been covered up, and the campaign team has transformed the
lavatories into Neau refill points.
The Neau tap water bottles are being sold for a limited time during the campaign. The Neau bottle is empty and can be refilled with tap water over and over again, at special refill points, at home or in the gym. A Neau bottle costs the same as a bottle of commercial mineral water such as Spa Blauw or Evian, but Neau puts the proceeds towards drinking water projects in developing countries. In other words, drinking here = drinking there.
World Water Day
The campaign concludes with a splash on Wednesday, 22 March:
World Water Day. When more than half of the class has a Neau
bottle, students can ‘purchase’ water lessons from
their teachers. The campaign team came up with special water
lessons for every subject. The day will finish with a quiz to
test water knowledge, and an activity sure to make everyone
thirsty—a Water rap battle!
Note: For more information please contact Fieke van Woerkom (PR) or Menno Liauw (New Business) on +31 (0)20 462 2062