Wet Paper

Background

Aigües de Barcelona provides water distribution in Barcelona. Customers see the company as old-fashioned and bad quality, with clients rejecting most communication efforts from the company on the basis that the marketing money could be better spent improving the service. In this context, Aigües de Barcelona re-launched its website, the selling point of which was a virtual office where transactions could be performed online. The challenge was to communicate the launch of the site in an attractive way, trying to position Aigües de Barcelona as a familiar brand but also keeping it cheap and simple so that the recipient would not feel resentful.