Our unique “Human Campaign” conceived in 2018 and launched at the beginning of the following year was a bold attempt to be heard and remembered within a market characterized by a similar chorus of competitive messaging and visuals. Ian MacLeod, Vice President of Marketing for Master Meter noted, “In marketing when every other company zigs, one must zag. And working with Dallas-based creative agency Eisenberg & Associates, that’s just what we did.”
RATIONALE
It’s easy to become enamored with our own technology and then tout it at every turn. But who do we make technology for? Water utilities? Yes. But ultimately, it’s the people – the humans – behind the desk, in the trenches and at City Hall. This campaign recognizes and connects with our customers in a way that one more image of a meter or software screenshot won’t accomplish. It returns the reader to the purpose behind what we do – create technology to serve the needs of people to make their lives easier and more efficient.
JUDGMENT COMMITTEE
The Manufacturers Associate Council consists of a broad base of industry professionals including utility members, marketing consultants, and AWWA engineering staff. This marks the second advertisement campaign in 3 years that Master Meter has received Gold or Bronze from the AWWA.
JUDGMENT CRITERIA
- A high degree of visual magnetism
- At first glance, did the ad inspire you to learn more about the product or service?
- Is it clear what the product and service are all about?
TITLE
BEHIND EVERY UTILITY THERE IS A PERSON
BODY COPY
Technology is not a solution, it is a tool. Meaningful water management is provided by people. And the right technology makes people’s lives easier. Master Meter’s next generation of products simplify analytics by focusing on the information that is most useful, and by providing an intuitive interactive experience for both utilities and their customers.
At Master Meter we drive innovation, and we create technology for people.
SMART WATER SUMMIT / EBOOK TIE-IN
Our 2019 lunchtime presentation to the Smart Water Summit was all about ‘humans’ and technology. We created a unique landing page to download an eBook on the importance of keeping people in the driver’s seat of technology based on our SWS presentation.
