Effective “Cause Marketing”

Saturday morning, I came across this great banner ad for the Calgary Waterservice; their objective is to show Albertans how to protect their water supply. What’s great about this banner ad is that it works on so many levels.

1) The ad is simple. It identifies three simple, very practical changes in behavior that one can adopt to protect their water resource.

2) The ad is memorable. My short term memory is pretty much shot – but six hours later I can remember exactly the three suggestions.

3) It’s well targeted. I came across this ad on TSN while drinking my Saturday morning coffee. Just think about it – it’s Saturday morning and tonight TSN is broadcasting Game 5 of the Calgary vs Chicago hockey game. And the three issues the ad raises (car washing, disposing of polluting material like motor oil, cleaning sidewalks and driveways) are, for the most point, activies that are performed by adult males. It’s almost guaranteed that a lot of males who live in Calagary will be viewing this ad as the check TSN ahead of tonights game.

Take a look and let me know what you think.