Advertiser: EECA
Campaign: Energywise
Objective: Drive high levels of engagement and action, for a complex topic (energy efficiency), with a defined target demographic (24-55 yr old female homemakers)
“The magazine partnership successfully engaged with the target demographic, shifted perception and instigated significant action”
- Sarah Clapham , Media Director,
Ogilvy, Wellington
Elements: Detailed information needed to be presented in an informative and practical, yet engaging, manner to enhance the TVC campaign, EnergySpot. Capitalising on the deep connection that NZ Woman’s Weekly readers have with their magazine, a 58-week series of advertorials was crafted by NZ Woman’s Weekly staff writers from copy supplied. Top tips and useful facts about everything from choosing the right car to hot-water habits were presented in a ‘columnist’ format, with a competition device that drove readers to a website to learn more and win monthly prizes. NZ Magazines’ Commercial Projects team worked closely with all key stakeholders to ensure the content-heavy campaign delivered against its objectives week after week.
Results: A mid-campaign reader survey showed that 86% of readers felt the advertorials had raised important issues, and 1 in 3 people were prompted to go beyond the advertorial content to seek further information on the Energywise website.
Nearly 61% said that the advertorials promoted them to improve their energy use
Over 70% felt that the campaign was trustworthy and credible
for more information: andrew.miller@nzmagazines.co.nz
