We are currently working on an exciting marketing campaign for a local environment / charitable organisation, in partnership with Wirral Council. Studiowide was selected from a number of companies to provide a 4 month marketing campaign, aimed at raising awareness of a Government grant, free home insulation scheme.
The project is a complete single sourced campaign encompassing; micro website, video production, PR, logo design, posters, direct mail pieces, digital marketing – including online and offline response devices.
The Warmer Wirral campaign is one of those exciting projects which we love to get involved with where we have 100% responsibility for all marketing and creative activities – this is where we shine.
Our campaign angle was to create a strong creative visual to which we could anchor the original idea of a Polar Bear mascot. Our client had originally been running this programme without external help, and now felt that professional assistance would bring the additional exposure that was needed. Our overall objective for the marketing campaign was to increase online applications for the free loft and cavity wall insulation scheme.
First off we needed a good logo. The previous company logo had been used in the campaign materials prior to the revamp. We felt that this didn’t present a uniform identity and was contributing to an overall confusing message.
The new Warmer Wirral logo was created along with a main graphic. At first glance, the graphic appears to be an iceberg, supported with the tagline ‘Heating Bills are the Tip of the Iceberg’. On a folded page the top of the iceberg is visible, then, by unfolding the piece the revealed iceberg is actually a roof top. Below the roof top lays the lower two thirds of a house.
When we presented this idea to our client they immediately liked the ‘houseberg’ concept. Having such a quick approval of the logo and visuals meant we could get on with creating the basic assets required for the four individual videos and the website.
Once the visuals and logos had been ‘tweaked’, we transferred this across all pieces, including poster and postcards. The direct mail was designed to be shown folded, which could then be pulled open to reveal the ice/houseberg concept.
We finished the direct mail letters and leaflets following additional briefing and review meetings. This part of the approval process was critical and involved senior representatives from Wirral Council and Energy Projects Plus.
Whilst working on our offline materials we were simultaneously creating our online assets. For the Warmer Wirral website we utilised a JQuery slider function to create the ice/ houseberg effect – this worked really well and provided the perfect landing page, bridging off-line communications with the on-line environment.
In addition to the website we wanted to add a greater visual element to the campaign – video lends itself perfectly to this project. All footage was filmed onsite over a number of days and culminated in short videos which were based on the customer journey. This included; the campaign mascot, Lofty the Polar Bear, including survey, installation and testimonials.
We’re extremely excited about the Warmer Wirral campaign being launched this week. We’re now beginning our promotional activities and hope to report back some exciting results in the coming months!
“The strength of this company is its creative visual talent. We have gone from our own homemade look to a completely re-branded look that is totally professional, topical, fresh and, well, just plain gorgeous. We have seen an immediate increase in web traffic. Nothing has been too much trouble for these guys to do. Thank you.” Sandra Manning. Energy Projects Plus. Wirral.
Tags: marketing campaign