Copy of NSW Govt "Black Balloons - Fridge" newspaper ad
(1m, JPG format)
In papers, February 26
Black balloons provoke a rethink on how we use everyday household appliance in terms of carbon pollution and our energy bills.
Since May last year, this campaign by NSW Government, has educated people about the amount of carbon pollution we generate in our daily lives, and simple steps we can take to reduce the environmental impact and our bills.
From heaters to fans, mobile phone chargers to televisions, this campaign has encouraged re-appraisal on how we consume these appliances, and the latest press ad informs readers of the impact an inefficient fridge has on the environment and savings they can reap by making some changes in the kitchen.
As a part of our monthly Creative Benchmarking research, we tested how consumers have responded to a previous execution of this press campaign, running in winter 2009. The campaign scored strongly on all Brand Equity Impact measures (double that of newspaper norms in each case). What's more, 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.
Learn more about the six strategic roles used by advertisers to connect with consumers and drive a response.
