Stenmark, the marketer for SBS television advertising in Australia, has a clever print campaign promoting the benefits of short ad breaks. Lists of seven subjects are provided, indicating that no one remembers all seven in the list. This particular list is in the context of St Poskitt’s Ministry of Worship, with the points to be made during today’s sermon: lust, greed, sloth, envy, pride, getting up late? and sloth again?
“Research shows that ads in breaks of up to three spots achieve 83% better recall than those in breaks of seven or more commercials. So if you want your ad to work a lot harder, don’t forget to call your Stenmark rep or visit www.sbsmedia.com.au. SBS Island Breaks. Less ads. More recall.”
Some background information
The “Seven Deadly Sins”, lust, gluttony, greed, sloth, wrath, envy and pride, are also known as the “Capital Vices” or “Cardinal Sins”. Traditional Roman Catholic Church teaching has divided sin into two main categories. “venial” sins are relatively minor decisions that have a minor effect on a person’s attitude toward God and others, hurting but not damaging capacity for receiving God’s grace. “Capital” or “mortal” sins were seen as decisions that corrupted attitudes towards God and the world, destroying the capacity for grace.
In 1990 the Federal Government passed legislation allowing sponsorship to be sold on the SBS Television Network. Since then, Stenmark Organisation has exclusively held the rights to sell sponsorship and advertising space on SBS. The network televises up to 5 minutes per hour of ‘clutter-free’ commercial advertising space compared to 13 minutes per hour on other networks.
The campaign was developed by Daniel Poskitt.
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