A unique rainwater harvesting solution, leveraging a smart OOH ecosystem in India’s driest and less irrigated region. Billboards would harvest rainwater in tanks equipped water sensors, which once full, would send a text to a Vodafone operator, so the water can be collected and taken to the farmers.
Vodafone collected and donated more than 20K liters of water to the farmers. The initiative was picked up by The Guardian – featuring the CMO of Vodafone India – as well as by The Drum and MediaPost. Recharge with Rainwater won top brand, integrated and green marketing honors at the Abby's, NEONs and IAA Olive Crown Awards.