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1995 BRONZE
Today's Oil Heat- It's Just Better
Warwick Baker & Fiore's "Just Better" campaign has achieved each of its three principal goals - changing consumers' misperceptions about oil heat, maximizing overall awareness of the advertising message, and, most important, stemming the tide of conversions to gas heat, particularly in certain problem regions. The campaign shatters myths about oil heat, while reinforcing its strength in service, safety, efficiency, and cost. Radio advertising has maximized the reach of this campaign on a very small budget relative to mammoth competitors. Out-of-home placement has enabled us to successfully target hard-to-reach consumers in regions with particularly stubborn conversion rates.
Brand:
East Coast Energy Council
Client:
East Coast Energy Council
Agency:
Warwick Baker & Fiore Inc.
Language:
English