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Water can flow or it can crash. Be water my friend… Bruce Lee

BE WATER MY FRIEND BE MY WATER FRIEND

Imagine a connected world,

But in a different way… How?

Sustainable: A solution that will last forever.

Traditional and modern: Being up to date, but not forgetting your roots.

Emotional: A strong bond that unites one to another.

WHICH WILL MAKE US STAND OUT OF

CROWD!

Premium range: Pureit Detox

o Additional mineral & alkalin filters

Basic range: Pureit Classic

o Works without electricity and gas o Patented to Unilever

To create this world, We`ll offer best of our products

BUY 1 = FOR ANOTHER FAMILY IN NEED

FOR YOUR

FAMILY

1 CLASSIC

Mechanism

MAKE IT LAST FOREVER ∞ REPLACE YOUR FILTER AND YOUR

WATER FRIEND WILL GET ONE

SHARE IT ON SOCIAL MEDIA WITH

#MYWATERFRIEND

SHARE LETTER TO TOUCH PEOPLE’S HEARTS

CREATE A REAL MOVEMENT

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Objectives of the Project

Movement Objective: 1. Call target audience to buy Pureit Detox via communicating

RTB’s of the product and its social cause. 2. Create awareness about clean water problem through

#MYWATERFRIEND movement.

Business Objective: 1. Make people buy Pureit Detox. 2. Increase Pureit brand equity via social cause

movement.

KEY MESSAGE

HEALTH FOR MY FAMILY

#MYWATERFRIEND

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Insight & Target Audience Insight:

’’I want best nutrition for me and my family

and I follow the latest trends and technologies.’’

Trigger:

Everyone loves to share on social media their best habits, pictures, moments, food and their pride. That’s why we expect #MYWATERFRIEND and letters of their

water friends to be shared.

Target Audience: 18+ Men & women who follow health trends, living in big cities, with a better economic condition, conscious about the world, uses digital media in his/her daily life

‘’I feel bad about people that cannot reach clean water in poor countries but I cannot do

much by my own. I wish there was an easy way that I could help people reach clean

water.’’

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Communication Phasing

MOVEMENT LAUNCH: Communicate ‘Pureit Detox’ and ‘Buy 1 send 1 free to #MYWATERFRIEND concept’ via TVC and tag-on.

Timing: Nov 15th, 2015– Feb 10th, 2016

PR LAUNCH: Work with celebrities to make #MYWATERFRIEND popular and create buzz for our movement and clean water problem .

Timing: Dec 1st, 2015 – Dec 31st, 2015

GO VIRAL! After having enough waterfriends around the world, show the number and emotional results with a viral video to create fund for further help for Water-Aid.

Timing: Feb 10th, 2016 – April 15th, 2016

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ANGELINA JOLIE

Your Water Drops for them

DELIVERABLES BUDGET KPI

Letter template TVC for Pureit Detox Tag-on for #MYWATERFRIEND

campaign Outdoor Key Visual Integrated GLOBAL PR campaign

with celebrities Viral video & social media strategy

ONE ASSET FOR ALL COUNTRIES: TVC Production: 100k € Tag-on Production: 10k € Viral video Production: 85k € PR and Celebrity Endorsement: 1m €

AVERAGE MEDIA BUDGET FOR 1 COUNTRY: Traditional & Digital Media Spending: 2.5m € Outdoor: 300k €

Pureit Detox Penetration in 1 Country: Reach 1.5% (total global country target=9)

Pureit Classics Penetration in poor countries:

2.9 million happy family in 1 year Pureit Brand Image: ’’Pureit plays a leading role in increasing reach to clean water’’ by 3 points ‘’Pureit is a up to date and innovative brand that watches health trends’’ by 4 points

HAPPY PEOPLE