The Great Flush Rush Campaign
Albuquerque Bernalillo County
Water Utility Authority

In 2007, CWA collaborated with the Albuquerque Bernalillo County Water Utility Authority (ABCWUA) to develop a campaign aimed at increasing awareness of and participation in the Authority’s toilet rebate program. Specifically, as part of an overall Water Conservation Public Education contract, CWA worked with ABCWUA to develop and implement a PR and marketing campaign targeting ABCWUA customers. The goal of the campaign was to inform customers that 1) the best rebates were available through the end of the year (2007), and 2) the rebate program would end in 2009. The campaign encouraged water utility customers to take advantage of the program while it was still available.

Challenges:

Develop a fresh idea that would transform a “boring” subject like toilets into something fun and appealing.

Create a campaign concept that would integrate TV, radio, outdoor and print advertising, and include a heavy public relations effort.

Develop partnerships with key businesses (local and “big box”) to help disseminate informational flyers and rebate forms in-store.

Make it as easy as possible for customers to apply for rebate.

Educate customers about new, improved low-flow toilets and counter objections to use of low-flow toilets based on older, less efficient technology.

Campaign Development Activities:

• Developed the “Great Flush Rush” concept, based on old “cowboy western” images, fonts and audio.
• Created :30 TV ad using old “cowboy western” movie footage of chase scenes (cowboys on horses, driving stagecoaches, etc.), a character voice talent and the William Tell Overture in the background – all to create a non-threatening sense of urgency to buy a low-flow toilet NOW and get the rebate before it’s gone forever.
• Re-packaged TV audio as radio spot.
• Created print advertisements to run in conjunction with campaign launch and periodically after launch to keep campaign in public mind.

• Developed billboards and placed in key locations near plumbers and commuters to capture the professional and residential markets.
• Established partner relationships with Home Depot, Lowes, Samon’s and a number of other smaller, local businesses that sell low-flow toilets and provided them with pads of The Great Flush Rush informational flyers and ABCWUA rebate forms. Partners agreed to display materials prominently and, when possible, direct customers to materials.
• Developed an intensive public relations campaign and marketed heavily to media in Albuquerque and Bernalillo County.

Results:

• ABCWUA handed out rebates for 7,159 toilets in the second half of 2007, the most they ever handled in a six-month time period.
• Rebates handed out in 2007 were the most given out in one year since 1998.
• Total amount of rebates returned to ABCWUA customers on their water bills was $1,070,600.

Materials developed
for this campaign:

• Logo
• Radio and television announcements
• Outdoor advertisments
• Water bill inserts
• Community outreach