CHALLENGE

We’re living in the midst of a cost of living crisis with energy bills rising to worrying levels for many households. Added to this, British homes are notoriously lacking adequate loft insulation meaning a quarter of the heat in homes is being lost through the roof.

One Home and Somewhere More Near asked us to develop a campaign to help homeowners save money and keep the heat in this winter simply by installing loft insulation. Using insight and research, If Not Now developed the campaign concept, logo, creative assets including launch video, key messaging and a dedicated digital toolkit for partners to roll out across the nation.

PROBLEM

Around 8 million UK homes are losing valuable heat from poorly insulated lofts and, as a result, we’re collectively spending an estimated £8.1 billion on wasted energy in the home each year. 

One Home asked us to design a creative campaign to show homeowners that lofts are one of the cheapest and easiest ways to slash energy bills, ensuring a warm cosy home this winter. 

SOLUTION

Loft insulation is something people have heard of but it sounds like a big task with a hefty price tag. 

To address these misconceptions, we developed The Big Loft Insulation Drive. The campaign aimed to drive momentum and critical mass, to push people in their numbers to the nearest DIY store.

The campaign creative struck a balance between bold and welcoming through the use of a friendly logo and accessible typeface. The warm orange lofts of the homes in the logo were purposefully chosen as juxtaposition of the cooler blue, to further emphasise how loft insulation helps keep heat within a home. 

Visual content was centred around illustration and photography. The use of mixed media meant the campaign could be flexible in its use; from illustration-led ‘how-to’ guides to real stories which incorporated photographic elements.

IMPACT

The Big Loft Insulation Drive nailed the client brief. Through the campaign creative and key messaging we were able to show homeowners that they could be living in a cosier, cheaper, more environmentally friendly home in just a single weekend. 

The campaign was supported by key partners including Energy Saving Trust, Energy UK, TrustMark, The Climate Coalition, Ashden and many more.