Copy of NSW Government "Black balloons - Air con" newspaper ad
(1m, JPG format)
In papers, January 24
NSW Government's awareness campaign gets us to rethink how we consume power to cool down this summer – for the sake of both the environment and our power bill.
As with the other ads in the campaign, the black balloon serves as a visual metaphor that conveys complex information in an easy and accessible manner. However, the latest execution has an additional layer of information by way of the table which spells out how much money consumers can save through changing the way they consume power.
As a part of our monthly Creative Benchmarking research, The Newspaper Works tested how consumers responded to the winter execution of this press campaign. And results are impressive with the campaign scoring strongly on all Brand Equity Impact measures (double that of newspaper norms in each case). Furthermore, the ad performed powerfully with consumers in all three key strategic roles; by putting an important issue on the Public Agenda, by encouraging (Re)Appraisal and by driving a Call to Action. Go to August Creative Benchmarking research to find out more.
