Campaign designers, Pulse Marketing Group, commissioned Roy Morgan Research (RMR) in August 2007 to identify the key drivers and barriers to natural gas use, which was done through qualitative and quantitative market research, including focus groups, telephone interviews and online surveys. Following the final surge of television advertising in September 2008, RMR conducted post-campaign research to again determine the push and pull factors of natural gas use, as well as measuring the campaign’s ‘likeability.’
The results showed that:
- Unprompted, more than one in three individuals recalled having seen a natural gas advertisement within the last three months.
- Prompted, 78 per cent recalled having seen the campaign’s television or print advertising.
- 80 per cent ‘more than liked’ the advertisements.
Furthermore, consumers found that advertisements were appealing and reminded them that compared with alternative energy sources, natural gas was:
- Less expensive
- More environmentally friendly
- More reliable
- Easier to control.
The research also showed that there was potential growth from the website in regards to sourcing advice on appliances; the campaign’s website itself received 55,000 hits over a period of twelve months.