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First Name *

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Surname *

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Date Submitted

Entry Date

May 24, 2024 - 12:22:21

Phone number *

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Client/Brand *

Brand Category *

Brand Category Other *

Have you ever advertised on TV before? *

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Have you entered the Footprint Fund before? *

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Submitting company/agency *

Elevator Pitch *

Max 250 Words

H2O has established a reputation for delivering high-quality, multi award-winning water-based cleaning products for over 14 years. Our awards reinforce our reputation for excellence and innovation in the cleaning industry. The H2O products are designed with water-based formulas to clean, sanitize, and deodorize effectively without relying on harsh chemicals, making them effective, economical, and eco-friendly. Thane is dedicated to sustainability. Our products help reduce single-use plastic waste by offering reusable and longer-lasting cleaning solutions. Additionally, our packaging is designed to minimise environmental impact. Our cleaning solutions are lab-proven to deliver superior cleaning results. This ensures that consumers don’t have to compromise on quality while making eco-friendly choices. The H2O brand prioritises innovation in its product line, aiming to reduce environmental impact and promote safer cleaning. H2O is committed to educating the consumer about the benefits and importance of eco-friendly practices through compelling campaigns. This initiative would enable us to focus on mass consumer education to help drive behavioral change towards greater sustainability. Leveraging this power of TV advertising and supported by our digital platforms, we could more effectively reach and impact a wider audience. This would be further enhanced by collaborations with our key partners and drive greater awareness and adoption of sustainable practices. By combining these elements, H2O and Sky would lead the way in promoting a more sustainable and eco-friendly future.

Business background *

Max 200 Words

Thane is dedicated to creating innovative &amp; eco-friendly cleaning solutions that contribute to a healthier planet. Our multi award-winning H2O product line, known for its effectiveness in cleaning, relies on water-based formulations that eliminate the need for harsh chemicals. This not only ensures the safety of our customers but also reduces environmental impact. We are on a committed journey towards achieving net-zero carbon. Our existing initiatives has helped reduce our carbon footprint by around 54%. We are utilizing recyclable content in our product packaging with our plastic content impressively exceeding well above the 30% minimum government requirement. We are continuously striving to improve efficiencies across our operations, moving towards our goal of a fully paperless &amp; recyclable environment. We actively invest in research and development to enhance the sustainability of our products and packaging. Additionally, we engage in educational campaigns to promote environmental awareness and encourage responsible consumer behavior. Our roadmap to net-zero carbon includes setting measurable targets, regularly assessing our progress, and reporting our achievements. By leveraging advancements in technology and fostering partnerships, Thane is steadfast in its mission to make a positive impact on the environment and inspire a global shift towards greener living.

Idea *

Max 200 Words

The Big Plastic Count research shows that UK households are throwing away an estimated 1.7 billion pieces of plastic per week – that’s 90 billion pieces per year! Amongst this, 8.1 billion pieces come from the disposal of single use cleaning supplies and toiletries. 
With our H2O brand, we aim to help reduce single plastic usage by educating consumers that there are safer and more eco-friendly cleaning options available. By creating compelling content, we will encourage customers to reduce single-use plastic by using our H2O products. We believe mass change comes from mass education, and we can achieve this through Sky and their audience combined with the power of TV advertising, which will allow us to reach a wider audience and inspire sustainable living practices.

Research by Deloitte says that 52% of consumers are yet to create a more sustainable lifestyle due to the cost of eco-friendly alternatives. A greater proportion of this group wouldn't hesitate to switch if products were more accessible and affordable. This is our biggest opportunity to influence change. With households spending £140 a year on cleaning products our H2O products quickly pay for themselves so our products help both the planet and consumers’ pockets.

Execution *

Max 200 Words

Currently, our TV exposure is limited. However, with the significantly expanded reach through Sky, we will achieve our goal of mass education and inspire more consumers to make sustainable choices. We are committed to extending this initiative beyond the Footprint Fund. Our broader campaign will include digital marketing, social media engagement, and partnerships with retailers to maximize our message's reach and impact. To bring our ideas to life, we will collaborate with our partners to create powerful and inspiring content that educates and encourages long lasting change. Alongside our TV advertising, we will produce user-generated content and share consumer stories to inform the wider market about the benefits of our eco-friendly H2O products. This approach personalizes our message and demonstrates the real-life impacts of using our eco-friendly products, encouraging lifestyle changes by showing how these small changes can have a big overall impact.
Our execution is compelling and unique because it combines the power of TV advertising with authentic consumer stories and user-generated content. This blend of high-impact media and personal testimonials creates an inspiring narrative that resonates with audiences. By showcasing real-life examples of how our products reduce single-use plastic, we aim to motivate others to make sustainable choices.

Results *

Max 200 Words

Our campaign aims to contribute to the UK's path to net zero carbon by promoting eco-friendly cleaning solutions. By encouraging the use of Thane’s H2O products, we aim to increase consumer adoption of eco-friendly cleaning products. This will reduce chemical cleaning usage in households and overall household carbon footprints. Additionally, our focus on sustainable packaging and manufacturing processes will help minimise environmental impact. The increase in awareness and education on sustainable living practices will also help shift consumer preferences towards brands that prioritise environmental responsibility. 
Our Core success metrics will track:
	- Sales growth of H2O products compared to previous periods.
	- Customer engagement and feedback through surveys and social media interactions.
	- Reduction in water and chemical usage reported by consumers.
	- Number of new customers acquired through the campaign.
	- Participation rates in sustainability-focused promotions and events.
If the campaign is successful, we are committed to integrating sustainability into our long-term marketing strategy by continuously improving our product line to enhance eco-friendliness. We would look to launch ongoing educational initiatives to promote environmental responsibility and continuously work with our partners to support initiatives that will contribute to UK's net zero carbon goals.

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