Case study · Water and utilities
United Utilities Big Bog Diary Room Shopping Centre Brand Activation
The story in brief
United Utilities wanted the public to think twice about what they flush. The Big Bog Diary Room invited shoppers to confess their strangest flushing habits on camera and make the #3PPromise.
- Client
- United Utilities
- Sector
- Water and utilities
- Format
- Shopping centre brand activation
- Venue
- Shopping centre
- Staff type
- Promotional staff, Event managers
01
The brief
United Utilities wanted to educate the public on responsible flushing and the problems caused by flushing the wrong items.
The idea was to use humour: collect people's strangest flushing confessions to highlight the issue, and grow social media engagement at the same time.
02
What we did
We ran The Big Bog Diary Room, a big-brother style booth where participants shared their flushing confessions on camera, with promotional staff inviting shoppers in.
Next to it, a selfie seat with props encouraged visitors to post with the #3PPromise hashtag. We supplied the custom-branded clothing and props.
03
How it ran
- On-site management: an Executional event manager handled logistics, stock and live liaison with the client team.
- Management: round-the-clock management behind the staff team.
- Pledges: the activation gathered thousands of social pledges.
- Reporting: a web-based platform tracked key distribution information and staff feedback, so the activity could be adjusted as it ran.
Where it ran
Shopping centre
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