Challenge
Reusable water bottle brand ‘Dopper’, is passionate about water. Their efforts have included educating children about plastic pollution, preventing the sale of 3 billion single-use water bottles, providing clean drinking water to 37,400 people in remote Nepali areas, and empowering 15.1 million individuals to choose reusable over single-use plastic. Despite these achievements, a significant challenge remains – millions of single-use plastic water bottles are still sold daily. If this behaviour persists, it's estimated that by 2040, a staggering 27 million metric tons of plastic will end up in our waters each year. This is alarming and clearly not the way to go.
The primary challenge that maintains the status quo is the inconvenience people face when refilling at (semi-)public water taps, ranging from unsanitary facilities to a lack of access. Furthermore, the allure of single-use water bottles remains strong. Recognizing these barriers and comforts, Dopper saw an B2B opportunity to change the way we consume water by introducing a powerful weapon against plastic pollution: The Dopper Water Tap
What sets it apart? Beyond its intelligent features, including impact dashboards for monitoring, it boasts an iconic and aesthetically pleasing design, carefully crafted with the sole purpose of changing and accelerating behaviour. With over 200 customised messages, it engages users (employees, customers) by providing positive prompts that encourage them to start refilling and instantly rewards their behaviour by showing the individual made impact.
Idea
To introduce Dopper's groundbreaking product innovation, we developed a B2B-focused launch campaign that also resonated with consumers. Dopper's campaigns always serve a dual purpose – conveying mission ass-well product(s). Our theme, 'Tap for Life,' cleverly encapsulated our message. The water tap, a smart innovation, empowers people positively to change their refilling habits. One tap at a time, this behaviour becomes a lifelong habit, making tapping the new social norm. True change happens when people tap for life.
'Tap for life' taps into the functional aspect of the water tap and the desired emotional behaviour aka call to action:
- Enabling 'Life': Clean water is essential for life, benefiting individuals and our precious planet.
- Empowering life-changing behaviour through action.
- Creating systemic change in semi-public spaces.
- Integration into daily life on streets and in (non) public buildings, promoting wider access to water.
- Designed with utmost respect for our planet, ensuring sustainability from core to usage and durability.
All of these elements came together in our main video, demonstrating that something as simple as a water tap can have a profound impact. The narrative informs viewers about the product's features while simultaneously conveying our mission, serving as a call to action for brand leaders and trailblazers to reduce the use of single-use plastic water bottles and embrace the new Dopper Water Tap to Tap for Life.
Execution
We translated this concept into a launch campaign that included our main video, social media snippets for online promotion, and a video leading up to the in-person product reveal at the exclusive 'Tap into a Life Changing Story' launch event, hosted at the Naturalis Biodiversity Center with approximately 500 B2B attendees.
The main challenge of this production was that we couldn't reveal the product immediately, as it was part of the event's surprise. To address this, we collaborated closely with the director and production team to craft a storytelling narrative that highlighted the product's features, accessibility in (non)public spaces, and our mission without revealing the tap right away. The mission took the lead in production, with a fresh and inclusive perspective on sustainability.
Recognizing that Dopper Water Taps would have the most impact when placed in high-traffic locations such as retail stores, events, meeting places, offices, educational institutions, and museums, we partnered with nine launching partners. All front runners 'Tapping into a Life Changing Story' by being the first to purchase a Dopper Water Tap for their locations. Instrumental in the campaign's success we created with, Blooming, Circl (ABN Amro), Jaarbeurs Utrecht, Naturalis, Onemeeting.com, NHL Stenden, Auping, De Bijenkorf, and Alfa Accountants, video portrayals to inspire our B2B target audience.
Relevancy
Preventing more waste from single-use plastic water bottles is always relevant. This product and campaign is mission-driven, emphasising the importance of tapping for life to drive change and prevent huge amounts of plastic ending up in our waters every year.
Dopper has always encouraged individuals to start or continue refilling. Now, Dopper has introduced another tool to address the root of the problem – making water accessible everywhere. Inviting all brand leaders to join us in our mission to empower people to choose reusable over single-use.
Response
As a beloved brand, Dopper has always had a strong connection with its B2B clients, from its appealing, iconic sustainable bottles for tap water refills to its mission. For the many B2B attendees at the launch event, the product reveal felt like a logical evolution of the Dopper brand. It introduced a new weapon in the fight against single-use plastics, enabling brands to engage their employees and customers in a fun way to adopt reusable over single-use options.
The Dopper Water Tap not only offers value but also provides impact dashboards that enable effective measurement. Every tap is registered, showcasing the impact made with each water tap installation at a specific location. This feature serves as a significant incentive for brands seeking to demonstrate their sustainability impact through reporting.
Each installed Dopper Water Tap is also added to Google Maps. With thousands of daily searches for nearby water taps, each business featuring a Dopper Water Tap becomes visible to countless people in the vicinity.
Beyond its practical and hygienic features, the Dopper's iconic and aesthetic design evokes a desire for tap water among B2B attendees, fostering a sense of ownership.
Impact
The real impact lies in our collective efforts to reduce plastic ending up in our waters annually by 2040. The Dopper wave has grown stronger with the product launch and campaign, showcasing that Dopper can drive change and deliver on the 'Tap for Life' call to action.
Since the launch in Q4 2022, we have generated numerous new leads, with over 150 outstanding leads as of Summer 2023. We have installed over 71 Dopper Water Taps (visible on Google Maps), with Albert Heijn scaling up to 250 water taps in their stores. With their substantial daily foot traffic, they leave a lasting impact.
The Water Tap has even crossed borders, from Belgium, with G-Star being the first to have a water tap installed in their flagship store. To be displayed in a French museum.
Each refill made contributes to growing impact, leaving a lasting impression on users, reinforcing our mission, changing behaviour, and preventing the use of single-use water bottles that harm our planet.
A Tap-By-Tap Case
Since the product launch last year (Q4), the impact has grown incrementally, tap by tap. This is partly due to Dopper's logistical constraints, which limit the number of taps we can install each week. Nevertheless, we've successfully installed over 71 taps, resulting in 56.403 tapped liters. These taps have already contributed to reducing plastic waste by 3.159 kilograms, eliminating over 112.806 single-use PET bottles, and reducing CO2 emissions over 7.896 kilograms. This remarkable progress over such a short period underscores our commitment to our mission and the positive impact we're having on our beautiful planet. Just imagine where we’ll be in a year.