On a beautiful Welsh summer’s day, two friends decide to escape the sun with a swim in the local reservoir, only to never emerge from the water. That’s the hard-hitting premise of Dŵr Cymru Welsh Water’s summer advertising campaign, One Last Breath, warning of the dangers of swimming in Wales’ reservoirs.
Using 360 video content and engaging with users on social media, the One Last Breath campaign focuses on the potentially fatal impact freezing waters and surprising undercurrents in reservoirs can have on swimmers. As a primarily digital campaign, ensuring the strongest online presence was key for Dŵr Cymru Welsh Water, with their www.onelastbreath.wales and www.unanadlolaf.cymru web addresses playing a central role in the campaign.
“We wanted to really target those aged between 15 and 35 with this campaign so it’s centred around our digital, video content. Using the .wales and .cymru domains for the campaign websites made complete sense, because they’re easy to remember and easy to find,” says Morgan Lloyd, Head of Brand and Marketing at Dŵr Cymru Welsh Water.
“Having separate websites for the Welsh and English is also really important to us and .cymru and .wales facilitate that. The .cymru domain for example enables us to easily tap into other Welsh language digital campaigns, such as Yr Awr Gymraeg on Twitter, which widens our audience reach.
“Using the .cymru and .wales domains for our campaigns will continue into the future. Our audience know straight away that the content is relevant to them because the domain shows that it’s a campaign in Wales, addressing them.”
© Nominet UK 2018