With still another one and a half months to go, The Ultimate Renewable consumer campaign by Forest and Wood Product Australia (FWPA) has reached millions of people across Australia since it launched on 1st July.
Advertisements featuring host of Grand Designs Australia, Peter Maddison, and content explaining the renewable attributes and environmental advantages of responsibly sourced wood, have featured across a range of channels.
The campaign spans traditional mediums such as television and billboards to online, social media and some print such as the Qantas Magazine.
FWPA managing director, Ric Sinclair said: “The Ultimate Renewable message is all about reinforcing the association between wood and the word ‘renewable’.
“It’s critical we get this message out to the community, so everyone better understands the forestry and wood sector and how using more responsibly sourced wood can benefit our planet.
“We have also received overwhelmingly positive feedback from the industry with over 100 companies downloading the new The Ultimate Renewable logo, banner ads and TV commercial for their own use so far.”
Sinclair added: “These logos and videos will be used on their company collateral including letterheads, invoices, business cards, websites, signage, truck curtains, packaging and other areas.”
“Metro television advertising successfully pushed out the renewable message, with people in the target age group of 25-54 years being exposed to the advertisement seven times on average.”
Of the top 10 metro programs during July, the ad ran in five of them including Australian Survivor, the Masterchef finale, Ninja Warrior, Have You Been Paying Attention and Nine News.
The reach continued online, as more than two million Australians watched the video in full across Catch Up TV, Premium Video and YouTube and thousands clicked on the ad through search engines such as Google.
Online articles highlighting the advantages of forest and wood products have received more than 40,000 views.
This week an innovative 3D cover wrap-a-round using the Viewa phone app, will be launched in the National Geographic magazine, as well as in next month’s edition of the Grand Designs Australia magazine In the social space, The Ultimate Renewable has reached a further 1.76 million people through Facebook and Instagram.
The video has appealed most strongly to a younger audience, with 25- 34-year-olds accounting for almost half of all views.
Outdoor billboards in traditional and digital formats have appeared along roadsides, landmarks, in office lobbies, lifts, on public transport shelters, telephone boxes and wifi hubs across metro and regional cities nationwide.
Sinclair concluded: “The Ultimate Renewable brand aims to generate ongoing approval and acceptance of forest and wood products by the broader community, with industry collaboration.
“This consumer campaign is an important first step.”
The campaign is set to continue through to September with a focus on digital content.