It only takes sec­onds to de­liver the good news

Australasian Timber - - WOOD IS GOOD -

THE RE­CENT se­ries of 15 sec­ond com­mer­cials show­ing dif­fer­ent ap­pli­ca­tions of wood and their ben­e­fits, boosted by on­line con­tent mar­ket­ing, have achieved re­sults that ex­ceed me­dia in­dus­try av­er­ages and in­creased the num­ber of con­sumers who say they are more likely to choose wood.

Branded with Planet Ark’s Make It Wood and fea­tur­ing award-win­ning ar­chi­tect and host of Grand De­signs Aus­tralia, Peter Mad­di­son, the cam­paign com­bined six tele­vi­sion com­mer­cials that were shown on free to air and pay TV and on­line, with con­tent and key­word mar­ket­ing.

Con­sumer re­search, con­ducted with a na­tional sam­ple, to­wards the end of the cam­paign in­di­cated that around half of Aus­tralians ques­tioned claimed they would be more likely to use wood af­ter see­ing the ad­ver­tis­ing – a 20% in­crease on those who didn’t see it!

The core TV cam­paign ran na­tion­ally for 3 weeks across the 7 and 9 net­works. Re­call of all the TV spots in­creased con­sid­er­ably (over sim­i­lar re­search dur­ing last year’s cam­paign), par­tic­u­larly the fur­ni­ture, home and out­door ex­e­cu­tions, more than 100% in sev­eral cases.

On­line, the 15 sec­ond videos served a to­tal of nearly 2 mil­lion im­pres­sions, with more than 95% of the view­ers on 7 and 9 dig­i­tal watch­ing the whole videos – this far ex­ceeds the me­dia in­dus­try’s av­er­age com­ple­tion rate of 68%.

“These are par­tic­u­larly pleas­ing re­sults,” said Eileen New­bury, the Na­tional Mar­ket­ing and Com­mu­ni­ca­tions Man­ager of the in­dus­try ser­vices com­pany, For­est and Wood Prod­ucts Aus­tralia,

“the re­call of the mes­sages, tim­ber floor­ing in par­tic­u­lar, was ex­cel­lent and val­i­dates our de­ci­sion to move be­yond tra­di­tional TV into on­line and con­tent mar­ket­ing chan­nels.”

The cam­paign was de­signed to drive traf­fic to the Make It Wood web­site (makeitwood.org), where con­sumers can find out more from Planet Ark – a trusted source of in­for­ma­tion about the en­vi­ron­men­tal ben­e­fits of wood.

Ms New­bury said that the 15 sec­ond videos and other cam­paign ma­te­ri­als are still avail­able for FWPA mem­bers and mem­bers of the Wood. Nat­u­rally Bet­ter.™ Part­ner Program to use in their own com­mu­ni­ca­tions or web­sites. She added that FWPA could pro­vide as­sis­tance and ad­vice to com­pa­nies wish­ing to take ad­van­tage of the of­fer.

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