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Energy companiesadd power print

Energy Australia uses its icon, Wise Owl, to lift recall and Ray Ban outlet extend its TV campaign

Readers say Origin's straight talking copy helped differentiate it from competitors.

Nearly 10 million consumers who choose a home utility provider are newspaper readers. By using these large reach, print could be the favourite with energy companies seeking direct response. Two recent ads from Energy Australia as well as rival Origin powered up both their brand scores and customer acquisition campaigns, based on results from ADvance, The Newspaper Works' ad effectiveness monitor.

ADvance results show both ads significantly improved consumer attitudes. Over fifty percent of respondents (56%) said the original source ad improved their knowledge of the brand; 48 percent said it differentiated Origin from competitors. Clear, clear and understandable copy helped do this score.

Some 52 % said the Energy Australia ad was on brand. By using a familiar feature from its TV campaign aided this outcome. "I recognised the owl off their TV ads," said one.

Six strategic advertising roles of newspapers happen to be validated both qualitatively and quantitatively from the Newspaper Works, resulting in the creation of RoleMap. More resources for this map,clickhere.

Both executions stimulated positive brand perceptions, outperforming the conventional print ad across an array of metrics.

Some 29 % said the power Australia ad gave them grounds to sign up, a substantially higher score compared to typical retail ad (17%). The "Wise Owl" triggered recall with 1 in 5 saying Ray Ban outlet it reminded them from the TV campaign. A respondent said: "Nice ad, love those owls, along with the wise choice line. The sign up offer is attractive."

The original source execution lifted contemplation on solar power. Some 30 per-cent said the ad raised knowing of an important issue. Another survey participant said: "Solar power should be used more. The ad makes me want to compare rates and find out how competitive Origin are."

One out of three said the ad gave them additional information about Origin, with 20 percent sayingthey would think differently about Origin. The execution didn't be as good as the Energy Australia ad in increasing TV campaign recall   may explanation for this: this hadn't feature any cues from its TV campaigns.

Newspapers are recognised as a good medium for delivering a trip to Action. ActionMap, another proprietary newspaper metric, expands with this strategic role to supply an understanding in the types of action a newspaper ad inspires. To learn more about ActionMap,clickhere.

Both advertisements encouraged a range of desirable consumer actions. Some 20 % said they would search for additional information online after looking at these ads. The executions elicited similar numbers of memorability (24% for Energy Australia, 23% for Origin).

The Energy Australia ad outperformed the Origin where it mattered   winning customers. Some 7 per-cent said they'd consider signing up to Energy Australia having looked at the discount offer. Just 1 percent said exactly the same after seeing the original source ad, although its message was more complicated than a not at all hard switch for discount approach.

The creative diagnostics map shows respondents reacted positively towards the designs of both advertisements. Energy Australia performed particularly well across many metrics, significantly outperforming the conventional print ad.

Some 37 per-cent of respondents claimed it "looked good" and 38 per-cent said it was attractive.

Two in five respondents said the Origin ad caused it to be easy to see that which was on offer. One said: "I liked the graphic plus it had sufficient info to tell without compromising the appearance of the ad and becoming cluttered."

Both ads significantly outperformed the normal print ad in highlighting a significant product feature. Some 45 percent of respondents said the vitality Australia ad caused it to be Ray Ban Wayfarer 90% off easy to see the thing that was on offer, and 38 percent gave similar assessments around the Origin execution.

This ad outperforms the typical print ad across many brand metrics. It builds on the Wise Owl TV ads, extending the life of the TV campaign. Consumers reacted positively on the clear offer, encouraging some to consider switching energy providers.

Origin significantly improved brand perceptions. Direct, straight talking copy impressed consumers and helped differentiate it from competitors. The emblem missed a trick by not incorporating some cuesfrom its TV campaign to stretch its lifespan.

nice for something different that a company provides informative pricing data on their own product, as opposed to touchy feely stuff. was good but smaller compared to other ads and will get lost with ads similar in size and colour. Australia includes a good good reputation for savings about the bill. ad, love the owls, along with the wise choice line. And register offer is attractive. appealing. Gets to the purpose straight away. Clever how photo appears like sunlight. Offers savings and phone number stands apart. Makes you want to find out more. comparing to other people, this look like a really customer friendly company with straightforward words. liked the graphic and yes it had just enough info to share with without compromising the appearance of the ad and achieving cluttered. power must be used more. The ad makes me need to compare rates to see how competitive Origin are.

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