The Ultimate Renewable™ Advertising Campaign Creates New Opportunities
Sunday, 8th Sep 2019
The Ultimate Renewable™ message is resonating with industry and consumers – are you on board?
Wood: The Ultimate Renewable™ advertising campaign has moved from the initial TV and outdoor activity to a broader online advertising and content phase. Top line results from a consumer survey have shown positive attitude changes from viewers of the TVC, while more than 100 industry companies and organisations have registered to use The Ultimate Renewable™ logo.
The result of 12 months of consumer and industry research and engagement, The Ultimate Renewable™ brand uses renewability and other environmental benefits to link wood and wood products to consumers’ increasing desire for action on climate change.
Building on the success of previous campaigns which also featured Peter Maddison, an award-winning architect and presenter of Grand Designs Australia, The Ultimate Renewable™ communications also leverage the impact of the Plant Ark brand though their Make It Wood campaign.
The Ultimate Renewable™ consumer campaign, managed by Forest and Wood Products Australia (FWPA) has reached millions of people in regional, rural and metropolitan Australia since it launched on 1st July.
The video advertising and online content placements explained the renewable attributes and environmental advantages of responsibly sourced wood. For the first time these communications looked beyond wood products in use to embrace the whole industry, showing softwood and hardwood seedlings, forests and wood products.
The out of home (or outdoor for the traditionalists) advertising used the headline ‘Houses grow on trees’ combined with an engaging image of a simply framed house casting a shadow of pine trees. In selected location the image was animated, providing even more visibility and cut-through.
Another innovation in the campaign was a cover wrap-a-round using the Viewa phone app, for National Geographic magazine subscribers, the image will also be featured in next month’s edition of the Grand Designs Australia magazine.
Managing Director of FWPA, Ric Sinclair, said the organisation is very pleased with the success of the campaign to date.
“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 Ultimate Renewable™ logo, banner ads and TV commercial for their own use so far. These logos and videos will be used on their company collateral including letterheads, invoices, business cards, websites, signage, truck curtains, packaging and other areas,” he said.
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.
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. Online articles highlighting the advantages of forest and wood products have received more than 40,000 views.
In the social space, The Ultimate Renewable has reached a further 1.76 million people through Facebook and Instagram.
“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 and I encourage everyone in the industry to get on board and share the benefits” said Sinclair.
To join the campaign and download The Ultimate Renewable™ artwork, which is available in variants to suit different industry sectors, and videos, visit https://www.fwpa.com.au/login.html