The NZ Government had just released a new government initiative that subsidised the insulating and heating of NZ homes: Warm Up New Zealand.

There was a lot of information regarding the new scheme that needed to be communicated as simply as possible to the New Zealand public.

Objectives

• Create awareness of the government’s new home heating scheme.
• Make it easy for interested people to find out about their eligibility and the terms and conditions of the new legislation.

Why Radio?

• Integrated Response: Radio was able to answer the brief with a combination of on-air and online solutions that worked together cohesively.
• Multi-Platform: Radio built mass awareness on-air then reinforced this with tailored client pages on the stations website allowing EECA the perfect platform to deliver the details of the new scheme.
• Reference: Radio DJs are trusted inherently by their listeners, this close relationship was leveraged through the on-air activity of adlibs, interviews and phone outs.

Strategy

• Newstalk ZB and Radio Live were selected as the core stations for this promo.
• Key hosts were chosen from each station and conducted interviews with EECA CEO Mike Underhill.
• These interviews were then loaded onto the stations websites along with information about the new scheme.
• All of this was house in a ‘Tailored Advertorial’ page with on-air and online support activity driving listeners to check it out.
• Snippets of the interviews were also able to be used as apart of the on-air creative helping to closely link the stations and EECA.

Results

• EECA were extremely happy with the level of support they received over the month this campaign ran.
• The combined online elements delivered over 830,000 impressions during the campaign. The Click through rate was .17% (1,456 people) showing that our audience was interested in this promotion and that radio delivered qualified respondents to EECA.