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.

Only by scanning the label, Romanians can get all the hidden purity information they need, giving them the confidence 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 is not only delivering the data about the purity of the water, but it is also comparing the water brands, helping people to 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 to make water purity "the talk of the town", so we went for the channels with the biggest reach and 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 urban 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 plant, 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 app download or to the campaign’s website to find real information about their chosen water brand.

APP USAGE

Aqua Carpatica became the most downloaded marketing campaign app ever in Romania, with 150,000+ downloads during the campaign and more than 4,500 sessions / day.

APP VIRALITY

The online organic reach of the app launch totaled in: 80 organic mentions and 1.3M total unpaid viewership.

Water purity became the talk of the town: The Romanian Waters Association felt pressured to drive an education campaign about water safety, right after our launch.

WATER PUIRTY AWARENESS

People started questioning their water brands: over 4M of Romanians entered the Romanian Waters Association to find out about water purity.

BUSINESS RESULTS

Aqua Carpatica became the no. #1 brand of bottled water in Romania, with the biggest value market share, in 2016 vs 2015, surpassing two of its competitors, traditional brands with a big heritage behind, with sales rising with 33% during the campaign and 22% all year overall.