UTEC (Universidad de Ingeniería & Tecnología / University of Engineering and Technology) in Lima, Peru, promoted its engineering program by creating a billboard that converts air into drinking water. There are about 7.5 million residents in Lima, and approximately 700,000 people do not have access to clean water. The city is one of the driest places on earth.
The university introduced this campaign as an attempt to attract more applicants in the engineering department. The billboard was placed in December 2012 along the Panamericana Sur Highway. Despite the city’s dry climate, humidity levels are at least 90% near the Pacific Coast. Therefore, engineers from UTEC have devised a way make use of the humidity in the area into something beneficial for the community.
The billboard consists of five condensers that collect water vapour, and transform it into liquid water through a process called reverse-osmosis purification. On average, it generates 96 liters each day, and is stored in a tank located at the base of the billboard.
The billboard consists of five condensers that collect water vapour, and transform it into liquid water through a process called reverse-osmosis purification. On average, it generates 96 liters each day that gets stored in a tank, located at the base of the billboard.
After investing $1200 for this campaign, UTEC experienced a 28 percent increase in enrolment. Additionally, this project won a Gold Outdoor Lion at Cannes International Festival of Creativity, as well as a Gold Clio for Content and Contact.
UTEC’s project represents the essence of innovation for sustainability. The university catches people’s attention by providing a quick solution to a very serious problem. Using their expertise to do good was an effective strategy to gain the support of locals. As a result, this campaign certainly added more reputational value to the school, provided potable water to locals, and ultimately, more applicants for the next school year.
There is still room for improvement for this campaign, and it starts by continuing this path to increase the relevance of the school among locals. There is an opportunity for UTEC to further build its equity by targeting other remote areas where clean water, or perhaps another natural resource, is hard to find. Introducing relevant and innovative marketing strategies that directly address big issues are ways to attract their audience, and gain their support.
A Billboard That Creates Drinkable Water Out of Thin Air: Watch the video here
Further reading
http://theinspirationroom.com/daily/2013/utec-potable-water-generator/
This is the coolest thing Alvin! I love it!
I think that this is one way in which sustainable marketing is using creative communication and promotional channels to target their consumers. They spoke to people that were both fascinated by the science and engineering and could directly relate to the problem of clean water shortages and environmental dirtiness. And, they did it in a way that caught the attention of their audience and the public. I think that the message UTEC chose was key: “Hey, this is an issue you have, help do something about it”…. It acted as a bit of an awareness campaign for the environmental issue, but also as a call to action. Great marketing!
Thanks for sharing.