Case Study: 101 EasyWays
Since late 2021, the UK has experienced a cost-of-living crisis, directly impacting the lives of the general public. The crisis has affected many aspects of people’s day to day lives, including but not limited to their spending habits, savings, debts, and wellbeing, as well as contributing to energy bills and higher food prices.
Introducing 101 EasyWays
The current predicament has seen many look for outside help to steer them through this current cost-of-living crisis. Recognising this issue, and that they are in a position to help, Hurst Media teamed up with their long-term media partner Mail Metro Media, to create the 101 EasyWays to Save On the Cost of Living campaign.
101 Easy Ways to Save On the Cost of Living showcases a selection of 101 promotions, discounts, savings and competitions, across a variety of products and services from brands in varying different sectors.
This ranges from lifestyle expenses, utilities, food and groceries, to transportation and healthcare costs, clothing, financial solutions, legal services and more. A whole host of companies are featured as part of the 101 EasyWays selection, to showcase promote the many ways their brand is currently helping individuals through this current economic period.
Creative process
Hurst Media entrusted Hurst Media LaBs with creating the 101 EasyWays brand, from start to finish. The 101 EasyWays to Save On the Cost of Living campaign was made up of a print and digital aspect each designed to complement the other, and ultimately provide maximum exposure to each promotion.
National press
The brief was to create a double-page newspaper spread filled with companies offering exclusive vouchers and discounts, perfectly curated to fit the 101 EasyWays campaign. These individual advertisements would lead the reader to both the EasyWays hub and the advertiser’s website, equipped with their exclusive discount code and ready to bag a bargain. The campaign comprised four spreads published on Sundays with the Mail on Sunday, each showcasing 25 advertisers (the final spread showcasing 26), to make up the 101 promotions.
Several talented designers created these discount-centric print advertorials, whilst expert copywriters ensured the text adhered to grammatical and ASA guidelines.
EasyWays hub
The EasyWays hub is hosted on the MailOnline website. It serves as a cost-of-living hub, complete with editorial features on how to save and spend wisely in the current economic climate. Alongside the editorials were the EasyWays vouchers that had featured in print, now appearing in a clickable voucher format, directing the user directly to the advertiser’s website, their voucher in tow.
It was imperative that the hub layout was user-friendly, unique and one which reflected the ethos of both MailOnline and the 101 EasyWays brand.
Branding
Why ‘101 EasyWays to Save On the Cost of Living?’ The brand name needed to be memorable in the minds of consumers, and the tagline selected to do exactly what it said on the tin – help consumers to save money in many ways.
A successful logo design involves striking a delicate blend of uniqueness and simplicity. Implementing a number logo was a smart way to incorporate the all important ‘101’ number into the emblem and to visualise the brand’s personality, making it eye-catching in the eyes of consumers.
Stylistic choices
Colour sets the mood of brand expression, hence selecting blue and yellow as brand colours owing to the contrast that they convey
Typography in design is incredibly important, contributing to legibility and brand recognition. This is the reason for selecting the Museo Sans Font family – it is a sturdy, low contrast, geometric, highly legible sans serif typeface very well suited for any display and text use.
The outcome
A vast online hub was created. The hub features a full range of promotions – where consumers can find and discover deals and discounts on everything from daily essentials to fashion and family getaways – featuring well-known and more obscure brands. The hub is regularly updated and refreshed with the latest client offerings.
101 Easy Ways to Save On the Cost of Living is also published in the form of a selection of digital articles. Hosted on MailOnline, these articles are published in an installment series that currently ranges from part one to four, emphasizing each client’s respective commitment and dedication to helping consumers. Additionally, Hurst Media partnered with the likes of Mail On Sunday to produce 101 Easy Ways to Save On the Cost of Living as double-page advertorial features.
This curated selection, across many different advertising mediums, truly showcases the ethos of the 101 EasyWays brand. It also makes it easier for the reader to find promotions, discounts, and savings to help them through this challenging economic period.