The Australian Refrigeration Council’s (ARC) annual Summer Campaign has added TV commercials to its media mix in order to take the 'look for the tick' message to even more consumers through more channels.
Each year, the campaign helps to direct people who are looking for air-conditioning services to contact the licenced technicians in their local area.
This year’s campaign began at the start of October with the proven mix of Google Search, Google Display, Facebook Lead Ads and Facebook Website Click Ads. And now, it also includes animated TV commercials on YouTube and Connected TV (CTV).
Glenn Evans, ARC’s CEO, said CTV added another dimension to a campaign, which last year made 200,000 phones ring with enquiries about air-conditioning and refrigeration servicing and installations.
“CTV is when our TV viewing is being streamed over the internet, rather than via a signal coming in directly from the TV aerial. Typically, it uses an Internet-connected device, such as a smart TV, game console, streaming boxes, computers or tablets, or via smart phones,” explained Evans.
“The important thing about CTV is that the channel we are watching knows quite a lot about us from our various online activities, just like Google or Facebook does. As a result, it can target us with ads based on what it knows about us – and if that includes researching AC, it can targets us with ‘look for the tick’ ads.”
The Summer Campaign runs for five months to the end of February, with the Google and Facebook images based on stills from the TV commercials.
