CASE STUDY: Newspapers deliver green messages for motors brands

Provided by Newsworks
Research on consumers' attitudes to "green" messages in newspaper motors ads and their response to specific "eco" car ads
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What was the Challenge / Background of the Campaign?

Following quantitative research conducted by BMRB, who surveyed 2665 recent or intending car buyers, responses to 14 "eco" car ads, it was found that messages about 'greener' motoring are now an important part of the language of advertising by car manufacturers. People are open to ideas for a "greener" lifestyle, but too many are not receiving those messages clearly. Ads that are more engaging and in tune with the emotional environment of newspapers would be more successful in getting those green messages across. Find out more...

What was the Campaign Objective?

To test consumer interest in "green" messages from car marques, to test how much understanding there is of "green" terminology and to test consumer response to current motors advertising that features "green" messages.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMotor brand advertisers & their media/creative agencies
25 - 34
35 - 44
45 - 54
Both
AB
ABC1
C2
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERS
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