IPA Effectiveness Awards 2005: Silver Award - Broadband for Scotland

BROADBAND FOR SCOTLAND Campaign: Market stimulation campaign Client: Scottish Enterprise Agency: The Union Advertising Agency Principal author: Giles Moffatt Media used: TV, print, outdoor, interactive, PR, radio, cinema, direct marketing, ambient, viral, press, sales promotion

CASE SUMMARY

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 will contribute between £900 million and £1.6 billion annual GDP growth by 2015.

Before the campaign, consumers were being bombarded by confusing advertising from internet service providers and broadband take-up was relatively slow. The paper illustrates how a populist idea, founded on an insight into consumers' underlying frustration with dial-up technology, encouraged the public to embrace broadband technology.

The rate of growth in Scotland was three times that of the UK as a whole during the period covered by the campaign.

JUDGE'S VIEW

"The quality of insight demonstrated by this campaign was particularly strong and the results of the campaign impressive, given the marketing challenges implicit in this fast-moving sector. The submission impressed the judges because it was a well-presented and compelling case study, which illustrated a particular communication route for development. The case study also demonstrated useful learning by advertisers and influenced BT's decision to accelerate broadband development in the region.

"It highlights that advertising can be used as an effective and cost-efficient lobbying tool because the investment can be measured and evaluated easily."

- Chris Searle, external affairs director, Bacardi-Martini.

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