“Look for the tick” campaign hits TV screens

The Australian Refrigeration Council (ARC) has launched its annual “look for the tick” advertising campaign on internet-based television services.

Each year, the summer advertising campaign encourages people to contact local licensed technicians for air conditioning services. In a bid to reach a wider audience, ARC has added television commercials to its media mix.

Starting in early October, the campaign launched across Google and Facebook advertising streams, and has expanded into animated commercials on YouTube and Connected TV (CTV).

According to ARC CEO Glenn Evans, CTV adds another dimension to the campaign, which last year garnered approximately 200,000 enquiries about air conditioning and refrigeration servicing and installations.

“CTV is when our television viewing is being streamed over the internet, rather than via a signal coming in directly from the television aerial,” says Evans. “Typically, it uses an internet-connected device such as a smart television, game console, Fetch or Foxtel box, computer or tablet, or smart phone apps such as 7plus or 9Now.

“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 air conditioning, it can target us with ‘look for the tick’ ads.”

The campaign will run for five months until the end of February.