Manchester Evening News – Advertising Campaign
the brief…
The Manchester Evening News were looking at launching an audience engagement campaign to find out the best way to reach their audience and give them what they want. They wanted readers to tell them what they like and don’t like about the MEN through a reader survey hosted online. The MEN website is one of the most important regional websites in Europe, having helped raise £1m for Manchester Dogs Home and having launched investigative reports into healthcare and crime. They wanted to shout about the good they’ve done.
Typical MEN is a negative reader reaction to some stories appearing in the MEN so we flipped this on it’s head. Using humour, local references and local knowledge we turned a negative into a positive. All copy is Manchester based, from the ‘some might say’ Oasis lyric at the top of the ads to the quirky copy lines in the centre, referencing everything from the weather and music, to Coronation Street. The advertising used the MEN’s bright yellow brand colour as an eye-catching background for the simplistic campaign.