| Title | VAARWATER APP |
| Brand | WATERNET |
| Product/Service | PUBLIC WATER AUTHORITY |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
Entrant Company
|
TAM TAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
TAM TAM Amsterdam, THE NETHERLANDS
|
Credits
| Danijel Bonacic |
Tamtam |
Concepter |
| Barry Borsboom |
Tamtam |
Designer |
| Mario Kortman |
Waternet |
Strategic Advisor |
| Annette Ottolini |
Waternet |
Director |
Creative Execution
Aim: Proving to potential users the value of using the App as a daily tool, preview versions were leaked amongst review sites and blogs, generating positive attention and brand-recognition amongst 72% of potential users. Launching the App in a quintessentially Dutch orange coating just before the annual Queensday festivities, the App immediately went viral becoming one of most downloaded App in the Netherlands in that week. Shortly after, we ran social-local-mobile campaigns at peak periods on sunny days. The 6 big Dutch newspapers and 45 blogs reported positively on the Amsterdam government doing things differently and commended VaarWater.
Over 35,000 people downloaded the app and was used 310,000 times in just 2.5 months. This meant that last summer every day at least 45% of all boats on the Amsterdam Canals used the VaarWater App. 92% of all boat owners in Amsterdam know VaarWater. VaarWater was named best Dutch App at the annual Dutch Mobile Convention 2013. Also, best European App at the European Excellence Awards in Munich 2013, beating FC Barcelona and 1500 other entries. It’s UI design was awarded with the international FWA (Favourite Website Award) and VaarWater is an official Honoree of The Webby Awards 2014.
The number of boats on the Amsterdam Canals has doubled in the last decade. To alleviate the annual traffic congestions of 20,000 boats and 3.5 million tourists from the canal tours, government agency Waternet asked Tam Tam to launch the VaarWater navigation app. Based on a world’s first boat counting network of sensors installed in the centurty old canals, VaarWater provides it 35,000 users with real time traffic information on water. Buoy-to-buoy navigation enables users to steer clear of trouble and become part of the solution, instead of the problem. Clever functions such as the smart boat profile helps users not to bump into one of the 550 bridges. Social sharing of live routes with Facebook friends help spread the word that the 150 kilometers of canals have more to offer. To achieve critical mass was key, so after clever campaigning 45% of all boats use the App daily.