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Media Edge executes push for Energy Efficiency Week

The Media Edge has concocted a multi-media campaign for this year's Energy Efficiency Week.

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The Media Edge has concocted a multi-media campaign for this year's Energy Efficiency Week.

Strategists Stuart Sullivan and Fraser Heavyside have chosen to spend their pounds 3 million budget for this week's event on radio and internet advertising, postcards and a national terrestrial and cable/satellite push.

The week-long promotion takes place on five GWR stations: Trent, GWR, 2CR, Beacon and Broadlands.

Listeners are invited to enter a competition to cook breakfast for the 'Black Thunder' team of radio station sales promoters.

The Digital Edge planned the online campaign, booking space on PhoneaFriend.co.uk, Fish4Homes and Bill.co.uk.

The shift in media strategy was the result of research by the Media Edge and Energy Efficiency.

The Media Edge claimed its research defined the ideal target audience as 'mainstreamers' - people with a sense of community and a willingness to change their habits.

The agency then cross-tabulated this with TGI research and concluded that 'intimate media channels', such as local radio, were a good way to reach these mainstreamers.

Internet advertising was included because the research showed a third of the target audience are internet users.

Postcards were deemed an ideal way of reaching families with school children.



This article was first published on mediaweek.co.uk

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