The Ultimate Renewable™ consumer campaign kick-starts mission to change the forestry narrative
More than 25 per cent of Australians have seen The Ultimate Renewable™ campaign, and tracking research shows it is positively changing opinions
FWPA’s tracking of The Ultimate Renewable™ campaign clearly demonstrates the ads have been an outstanding success in terms of cut-through and message uptake.
The $1.8-million campaign covered all major and regional Australian cities across multiple channels. It reached millions of people through television, as well as through catch-up TV, social media, online articles, billboards, outdoor displays and print mediums between July and September.
The new campaign builds upon the previous Wood.Naturally Better™ program that successfully improved Australian’s understanding about using wood to help tackle climate change.
By continuing the partnership with Planet Ark and its Make It Wood website, and continuing to feature Peter Maddison from Grand Designs Australia, the new advertising builds on and expands the existing message to focus on the renewability message.
FWPA Managing Director Ric Sinclair said the effectiveness of the campaign has been demonstrated by tracking research.
“About 25 per cent of the public have seen either the TV advertising or outdoor advertising,” he said.
“More importantly, those that have seen the advertising are much more likely to have a positive view of the sector across a wide range of metrics.”
In comparing those who saw the campaign with those who didn’t, the following results were observed (saw the campaign versus didn’t):
- Most trees that are harvested in Australia are replanted (78 per cent of those who had seen the campaign agreed, versus 67 per cent of those who hadn’t)
- Wood is the only renewable building material (65 per cent of those who had seen the campaign agreed, versus 51 percent of those who hadn’t)
- Australian forests are sustainably harvested and replanted according to a long term plan (71 per cent of those who had seen the campaign agreed, versus 59 per cent of those who hadn’t)
- I think it is okay to harvest and replant Australian native forests (67 per cent of those who had seen the campaign agreed, versus 56 per cent of those who hadn’t.)
“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 is about much more than chopping down trees, and that through replanting and natural regeneration, we are a renewable and sustainable industry,” Mr Sinclair said.
“We have also received overwhelmingly positive feedback from the industry, with more than 100 companies downloading the new 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 resulted in people in the target age group of 25-to-54 years old 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, while 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.
An innovative 3D cover wrap-around using the Viewa phone app was launched in last month’s National Geographic magazine, as well as in this 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-to-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 Wi-Fi hubs across metro and regional cities nationwide.
Positive impact on perceptions
Research by FWPA suggests that one in five Australians have seen the television commercial, while one in four Australians recalled seeing either the TVC or outdoor billboards.
The research also indicates the ads have had a positive impact on attitudes among the general public. Around two thirds of people felt the ad was appealing, told them something new and would encourage them to use more wood, while 67 per cent of people claimed that seeing the campaign has made them more supportive of forestry.
“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,” said Mr Sinclair.
Eileen Newbury, National Marketing and Communications Manager of FWPA, urged the industry to take advantage of the successful outcomes from the consumer advertising campaign.
“Now the campaign has brought the messages that underpin The Ultimate Renewable™ to so many members of the wider public, we would like to encourage industry members to continue working together in further spreading the word,” Ms Newbury said.
FWPA is the central point for the coordination and marketing of The Ultimate Renewable™, with variations of the logo available for use by different areas of the sector.
Materials can be downloaded on the FWPA website.