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.
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]