Blog : Scotland

IRN-BRU: Putting IRN-BRU back at the heart of Scottish football

IRN-BRU: Putting IRN-BRU back at the heart of Scottish football

PUTTING IRN-BRU BACK IN THE HEART OF SCOTTISH FOOTBALL

CLIENT : AG BARR

THE BRIEF

In support of IRN-BRU’s three-year headline sponsorship of the revamped Scottish Challenge Cup competition, known as the IRN-BRU Cup, our goal was to create a campaign activation that would position IRN-BRU back at the heart of the Scottish football conversation.

Our focus was on delivering an authentic campaign activation that would drive awareness and fan engagement to strengthen brand saliency.

THE CAMPAIGN

We developed an activation strategy that would creatively tell the story of the new-look competition bringing to life key messaging around IRN-BRU as the ‘Football Sponsor with Balls’, and utilising contracted rights available to give campaign touch points extra fizz.

The activity we delivered included taking the IRN-BRU Cup on tour and organising round-by-round draws at iconic Scottish locations featuring influential cult Scottish football heroes; pre-match media relations activity in partnership with clubs; as well as man of the match and player of the round awards known as the IRN-BRU Cup Golden Balls Award. All of this was underpinned with a commitment to stakeholder relations and supporting the brand’s owned digital channels to ensure the IRN-BRU Cup was truly integrated.

THE RESULTS

Our activation for 2016/17 season resulted in 167 pieces of earned media coverage across print, broadcast and online channels generating a combined reach of 860 million opportunities to see and hear. This included six front page leads in key sport supplements in The Scottish Sun and Daily Record.

The IRN-BRU Cup Man of the Match Award – a personalised glass bottle of IRN-BRU – also captured the imagination of a football fans everywhere, after we secured content on Sport Bible’s Facebook channel.

A video clip posted by Sport Bible encouraging fans to join the debate on if the IRN-BRU Cup Man of the Match Award was ‘The Best or Worst Man of the Match’ ever was viewed more than half a million times, sparking mass hype and conversation around the brand.

Drink Drive Legislation Change Campaign

Drink Drive Legislation Change Campaign

SAVING LIVES BY DRIVING AWARENESS

CLIENT : THE SCOTTISH GOVERNMENT

THE BRIEF

When Scotland’s drink driving law was changed in December 2014, we were tasked with creating a campaign to raise awareness of the upcoming changes and to highlight the consequences to drivers – prior to the legislation coming into effect.

THE CAMPAIGN

Built around a simple idea – ‘just one drink is enough to break the law’ – our national launch in Edinburgh was followed up with photo opportunities and press calls across the country. Social media played a vital role, and our partnership strategy with brands such as Innis & Gunn (‘Innis & None’) spread the message even further.

THE RESULTS

506 media pieces were placed across print, broadcast and online media – creating over 365 million opportunities to see or hear campaign messages. 310,000 people were reached through our Facebook activity, with 6,500 users engaged on Twitter. Most importantly, the campaign helped to deliver a 19% reduction in drink drivers detected across Scotland.

Deanston – An artisan social strategy

Deanston – An artisan social strategy

AN ARTISAN SOCIAL STRATEGY

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

Deanston is an artisan single malt whisky distilled in the heart of Scotland. Relatively young in whisky terms, the distillery has been hand-crafting its whisky, without the use of computers, in a former cotton mill since 1967. We were tasked with increasing the global reach and engagement of this growing malt by reinvigorating and enhancing their social media presence on Facebook and Twitter.

THE STRATEGY

With so many global whisky brands vying for attention on social media we needed to develop a strategy that would really set Deanston apart. We undertook an in-depth audit and discovery phase, pinpointing our target audience, looking at where they spend their time, how they live and investigating what they would find valuable from the brand. This was followed by the development of social strategy and playbook, focusing on audience segmentation, tailoring our tone of voice and focused content topics to appeal directly to their interests. A rich content plan that would bring genuinely interesting activity to the global audience was at the core of our approach. Social activity was supported by a targeted paid social strategy, PR and curation and maintenance of the Deanston website.

THE RESULTS

We’ve delivered on our strategy successfully, seeing the Facebook audience rise by 45% over and the Twitter audience more than doubled in less than a year. The creative, targeted content and community management resulted in over 800,500 engagements on Facebook and 6.2k on Twitter during this time.