Hot Pick

Cogent

Yorkshire Water

Izzy Ashton

Assistant Editor of BITE

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Course It's Better

The Course It's Better campaign increased brand affinity in a low-interest category.

Disciplines: Advertising/Creative, Digital, Integrated marketing

Sector: Utilities

Agency: Course It's Better, Cogent

BITE Insight

From your local cricket club to those biscuits that you can’t get anywhere else, the flower that only blooms in your part of the country or the infamous story about the neighbour who is now starring in that new play – have you seen it? – in the West End. We each have something that reminds us of home.

For Yorkshire Water’s latest campaign, Cogent created an integrated campaign designed to be shared across outdoor, social, press and giveaways. ‘Course It’s Better draws on the heritage and folklore from across the county to build an element of regional pride.

The accompanying video and voice over takes us on a walk through famous Yorkshire icons. Through a series of animated stills and scrapbook-like imagery, it is a quirky celebration of what makes Yorkshire great.

With its shareable, relatable messaging and witty taglines, the campaign helped to make Yorkshire Water the number one water provider for customer satisfaction. As the campaign proclaims, “it must be ‘somethin’ in t’water”.

Yorkshire puddings, the flushing loo, whippets and flat caps are just some of the creations to have emerged from “God’s own county”, while the water itself played a part in the lives of the Brontë sisters, Joe Root and Olympic medallists the Brownlee brothers.

Cogent also helped create Yorkshire Water’s April Fool’s campaign that revealed the creation of a new water, H2Go, designed to helped swimmers achieve faster lap times.

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