Creative Brief

For years, North American utilities have watched their water reuse dreams evaporate. Traditional treatment methods created waste streams too difficult or impossible to dispose of cost-effectively. Then Carollo unveiled XBAT (Ion eXchange-Based Advanced Treatment). This game-changing technology transforms water purification by minimizing waste disposal challenges that plague traditional methods.

But how do you translate breakthrough science into real-world benefits? Our six-month campaign turned a complex innovation into a compelling story that showed utilities how to achieve the previously impossible.

Innovation deserves bold storytelling. With a $65,000 budget, we transformed complex data into powerful visuals and attention-grabbing statistics. Our campaign translated XBAT's complex science into crystal-clear benefits that utilities could immediately understand. Through compelling content, we showcased Carollo's ability to solve one of the industry's most stubborn challenges.

We dominated every channel that mattered:

• Print: 6 advertisements reached 263,300 decision-makers.
• Digital: 5 targeted ads sparked 6.4 million impressions, driving 39,742 website visits.
• Industry Engagement: Commanded attention at AWWA ACE24 with meter board displays and 6,000 branded touchpoints.
• Direct Connection: WEF promotional email reached 60,000 industry professionals.
• Internal Awareness: Armed 1,600+ staff with presentation tools and technical knowledge.
• Social Buzz: 14 posts reached 30,000 followers.

The results tell a story of remarkable success:

• 4 utilities launched pilot projects, positioning for full-scale adoption.
• Global buzz generated 14 demonstration requests.
• 10 media features crowned XBAT as "game-changing" and "revolutionary."
• Digital engagement soared: 22,145 social impressions, 905 interactions.
• Campaign reach exploded to 6.7 million impressions, shattering goals by 3,285%.