aQa Pickwick ‘Water Tank Reintegration Program’

Background

aQa Pickwick, part of Douwe Egberts Nederland / Sara Lee, supplies drinking water systems to businesses. It is an innovative system that connects directly to the mains water supply, adding refreshing minerals to the water to provide clean drinking water. aQa Pickwick were experiencing difficulties expanding into the 15,000 unit water cooler market, which is dominated by water coolers using water tanks. They selected 2,000 companies currently using water tanks and asked Proximity Amsterdam to develop a direct marketing (switch) campaign to provide them with leads for a six-month free trial, including free installation.