Manchester winters are pretty chilly and there are lots of homes across the city that are lacking in insulation. Creative Concern devised the Get Me Toasty campaign for the ten Greater Manchester councils to encourage residents to apply for free and discounted loft and cavity wall insulation. The campaign is also supported by the Energy Saving Trust and the National Health Service.
The Mr. Toast character is at the centre of the campaign. He’s instantly recognisable and just a little bit cheeky – making him the perfect mascot. The copy is direct, conveying the offer in an accessible way. We wanted people to find the important messages without using overcomplicated technical language. Mr. Toast has been used online, in street teams, advertising, PR, branded materials, social media and even a giant Mr. Toast outfit!
The first phase of the campaign saw over 8000 people visiting the website for advice and insulation. Creative Concern has recently launched the second phase with a PR drive and new marketing materials to support the campaign, including posters, banners and leaflets. You can see Mr. Toast in action at www.getmetoasty.com
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