This summer, MEERKATworks has planned and bought an ITV Pause Ad campaign for SES Water. The campaign has been strategically planned to cover the SES coverage area in the south of England and aims to encourage residents to use water wisely.
With climate change driving hotter, drier summers in the UK, the need to reduce water usage during peak periods has never been more important.
Geo-targeted pause ads on ITVX
By using geo-targeted ITV Pause Ads on ITVX, SES Water can reach audiences directly in their homes while they are watching on-demand content. The format ensures that water-saving messages appear at just the right moment – when viewers hit pause – maximising attention and engagement.
Two creative executions have been developed for the campaign:
1. All-summer creative
Running throughout the summer, this version features a QR code that links directly to the SES Water website, where users can find practical tips for saving water. This includes advice on:
- Water-efficient gardening and planting
- Spotting and fixing leaky loos
2. Weather-triggered creative
This second version is triggered when local temperatures hit 30 degrees. It’s a timely reminder to use water more efficiently during heatwaves, with messaging tailored to encourage extra caution during periods of high demand.
By combining data-driven ad targeting with real-time weather triggers, MEERKATworks is helping SES Water deliver location-specific messaging that promotes sustainable behaviour. The campaign supports broader goals around water conservation, climate resilience and public awareness of responsible water use.
Why timely, local messaging works
Water demand can soar during hot spells, putting pressure on supply and the environment.
SES Water’s Summer 2025 campaign plays an important role in:
- Encouraging customers to make small changes with big impact
- Raising awareness of leaks, water waste and everyday usage
- Promoting climate-resilient behaviours in a changing world.
With ITV Pause Ads providing a cost-effective, high-impact format, this campaign shows how MEERKAT’s smart media planning can meet both commercial and environmental goals.
Interested in running targeted ITVX Pause Ads or digital advertising campaigns like this? Get in touch with the MEERKATworks team to find out how we can help.
Get to know us…
MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small, throughout the UK. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!