Billads partnered with Power Alerts to promote the efficient use of electricity to South Africans, as well as tourists visiting the country for the World Cup.
The campaign was run through the Billads platform, which is able to reach an LSM 7 - 10 audience of up to 5.5 million via its unique nationwide network of restaurants, coffee shops and hotels.
"The Billads campaign informed the public about the status of the country's electricity supply as well as asking for the consumer's assistance to save electricity and referred them to the power alert web site and SABC and eTV for more information," explains Craig Segal, MD of Nine Mile Media.
Onsite research was carried out at certain restaurants and followed up two weeks later with telephonic research. The results showed a high recall as well as conversion rate to start saving electricity.
"The research results are testament to a well laid out, clean and simple advert with a strong message through the Billads platform," says Segal.
The onsite research showed that 63% of respondents noticed the advert, with 69% of respondents who noticed the advert able to recall that Power Alerts was advertising. 47% of the respondents who noticed the advert said the main message was to "save electricity".
53% of respondents who noticed the advert recalled the poweralert.co.za website address as a means to find out more information on the campaign, while 72% of respondents who noticed the advert recalled that they could also watch TV to find out more information which was in the main message of the advert.
"Given this was more of a cognitive message; i.e. the respondent had to remember a message which had to be learnt, instead of an instinctive and emotive response, this is an excellent recall rate.
"Many consumers do not realise just how easy it is to save electricity through simple measures such as switching off their geyser, swimming pool pumps and other appliances. The fact that the campaign educated consumers to the extent where 91% of respondents said they would try to save electricity and 78% actually started to save electricity in some way or another is very gratifying," concludes Segal.
*Research was conducted by Interact RDT at 10 restaurant sites in Gauteng where 150 consumers were interviewed at the restaurants of which 50 were called two weeks later to follow up.