On 23rd April 2007, Water Group Promotions, in conjunction with Waterwise and
Ripple Products, organised a giveaway of 5,000 four-minute shower timers,
promoted on GMTV.
In return for their free shower timer we asked claimants to answer two
This enabled us to gather new information about people's showering behaviour.
See the results of the survey.
5,000 shower timers were successfully claimed in 9 hours and 15 minutes – the
period from when the promotion aired on GMTV, at 7:45am, to when the last one
was claimed at 5pm.
The offer was limited to one per household and actually over 6,700 claims were
received in that time, including those from people who claimed more than one
per household. That’s an average of over 12 orders per minute throughout the
day, though at our busiest we were taking more than an order a second.
To make the distribution fair we disallowed claims for more than one per
household while accepting claims from people who supplied multiple addresses.
One person tried to claim 181 shower timers!
We had 4,093 visitors to the website – many of whom ordered an extra shower
timer for a different address. 2,296 of these users agreed that Water Group
Promotions could contact them via email and 307 agreed that carefully selected
water efficiency companies could contact them via email.
During December 2006 Three Valleys Water (TVW) conducted a water efficiency
mailing trial to determine:
The scale of increase in response rate (from current billing leaflet and water
efficiency leaflet water audits) in terms of completed water audit forms
The difference between take up of water efficient goods between metered and
Resulting from offering water efficiency products in return for completing and
returning a water audit questionnaire and analysis of the results.
The TVW Water Efficiency Leaflet was modified to include a free water efficiency
related gift (tea towel, shower timer or drip gauge) in return for completion
and return of the water audit form contained within it.
Four thousand forms were sent out to two thousand randomly selected metered and
two thousand randomly selected unmetered customers. Returned forms were
directed to a mailing response organisation who entered details of the water
audits onto a database and completed wish fulfilment by sending out the
Results of the trial thus far are as follows.
Three water efficiency products were offered. These were a water efficiency
message tea towel, a shower timer and a drip gauge.
The take up of each is indicated in the table below.
A majority of both metered and unmetered customers (65%) expressed a preference
for the water efficiency tea towel. The next expressed preference (27%) was for
the shower timer.
There is little or no discrimination between whether the customer is metered or
not and the choice of gift indicated.
An overall response rate of 11% was achieved (440 responses to 4,000 forms sent
Incorporation of an incentive for the supply of information increases the
response rates (when compared with the number of water audits returned from the
TVW billing or water efficiency leaflets 2006) by a factor of 10 for unmetered
customers and by a factor of 34 for metered customers by incorporating an
incentive for the supply of information.
Metered customers in TVW area (water scarce, south east of England) are over 3
times more likely to be inclined to take up offers involving the promotion of
water efficiency than unmetered customers. This supports water scarcity status
Three Valleys are now looking at the implications of the response rates achieved
for a wider roll out of the scheme to benchmark their micro-component use
models in the run up to submission of water resources plan and business plans.