August 2009 Creative Benchmarking - NSW State Government
(1m, PowerPoint (.ppt) format)
August 2009 Study
Newspapers helped power consumer connections.
The NSW Government’s launch of its Save Power Black Balloons campaign was aimed at empowering residents to reduce carbon emissions in their homes, businesses and community.
Newspapers played an integral role in bring the Black Balloons story to life, aiming to increase people’s awareness of carbon pollution, and more importantly, to get them to rethink their power consumption while taking steps to save money and make NSW the leading Green State.
The campaign launched in July, providing us with an opportunity to test it as part of our August creative benchmarking study. And the results are impressive. Not only did the Black Balloons campaign score strongly on all Brand Equity Impact measures (double that of newspaper norms in each case), 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.
Download a Powerpoint presentation of the NSW Government results below.
Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.
Find out more about the strategic roles of Public Agenda,
(Re)Appraisal and Call to Action.
