Market Stimulation Campaign  (2005)

Campaign: Market Stimulation Campaign
Brand: Broadband for Scotland
Client: Scotland
Agencies: The Union Advertising Agency
Authors:

The paper demonstrates how a £5 million integrated advertising and marketing campaign took Scotland from a position of weakness, addressing a threat to the nation’s future economic prosperity and competitiveness, and generated between £900 million and £1.6 billion annual GDP growth. Prior to the campaign, Scotland was a nation of apathetics, confused and befuddled by the noise and clutter caused by the Internet Service Providers’ advertising. The paper illustrates how a populist idea, founded on a consumer insight of underlying frustration with dial-up technology, provoked the Scottish people into embracing this new technology. The rate of growth in Scotland was three times that of the UK as a whole, during the period the campaign covered.