Maxilead Metals required an exciting new campaign – one that was seasonal, relevant and engaging to the appropriate target audience. We knew we’d have our work cut out, but having worked extensively within the waste management sector before, we had a whole host of creative ideas ready – ideas designed to encourage the public with their recycling efforts and inspire environmental change. Our campaign objectives included:
- Raise awareness of the Maxilead Metals brand
- Encourage the people of Manchester to scrap more metal
- Drive engagement on social media through the campaign
+ The Challenge
While scrapping metal may not be glamourous, we needed a creating, engaging solution that the target audience would buy into. We wanted to keep it seasonal; as the campaign would be rolled out at the end of March we considered ideas that were Easter-related. By how could we link chocolate and metal?
+ Our Strategy
We created the Maxilead Golden Ticket campaign. Inspired by Willy Wonka and the Chocolate Factory, the campaign saw every customer that visited Maxilead Metals rewarded with a chocolate bar, as well as cash for their scrap. One of these custom-made chocolate bars held under wraps a shiny Golden Ticket… The prize? A VIP sports package containing tickets to various events across the city, including tickets to Haydock Racecourse, Warrington Wolves and a Manchester United football game.
Our designers created fun, Willy Wonka-inspired branding that was rolled out across the design for the chocolate, plus posters for the Maxilead Metals site and online marketing collateral. We art-directed a photoshoot to obtain fun, engaging imagery and such was the attention to detail of the campaign, we included our very own Oompa Loompa. Even the lads from Warrington Wolves got on board!
The campaign was extremely well-received by the local public. Social media engagement soared, with many users posting on Facebook their excitement about the competition, plus photos of their tasty chocolate bars.