At the end of each year, we like to look back at the creative campaigns that have inspired and surprised us. Our yearly round-up is a celebration of our peers’ work and a nod to the incredible professionals who make up this industry. So, without further ado, it’s time to give them their flowers! Here are the best Scottish marketing campaigns of 2023 – according to Represent.
The National Trust for Scotland: Share it all
Celebrating its connection with Scottish people, The National Trust for Scotland’s ‘Share it all’ campaign encouraged viewers to register as a member or donate to the organisation.
Capturing heart-warming moments of families in National Trust locations across Scotland, the campaign was deliberately emotive, drawing on feelings of sentimentality and connection to strike a chord with the audience. It reinforces the benefits of getting outside and not only connecting with others, but with our wonderful Scottish places.
Irn Bru: WIRE
Irn Bru’s great ‘Taste Debate’ returns for a third year with ‘WIRE’, a short film comically reflecting the ambiguous taste of the nation’s favourite soft drink.
Capitalising on the popularity of gripping US crime dramas, the drinks brand once again sparks the heated debate over Irn Bru’s ‘actual’ flavour, capturing the attention of viewers in a humorous yet high-stakes situation. High-speed action, cinema and comedy combine to create a memorable campaign that leaves a lasting message – Irn Bru tastes great. It sure does!
The University of Stirling: Scottish Cup Campaign
Proof that budget isn’t the be-all and end-all, the University of Stirling created a highly successful campaign to support student footballers without breaking the bank.
Fronted by football and sporting legends such as Sir Alex Ferguson, Eve Murihead and Craig Brown, and including celebrity endorsement from Judy Murray, the campaign was shown on BBC Reporting Scotland, STV and many more media outlets. The attention successfully drove up ticket sales, with over 1,000 University of Stirling Football Team supporters attending the historic match against Dundee. We loved it especially since one of our Representer’s is Stirling alumnus!
First Bus: Free to Explore
Transport Scotland’s #freetoexplore campaign employed a grime adaptation of the ‘Wheels on the Bus’ tune to promote a new scheme aimed at encouraging Scottish people aged 16-21 to take advantage of free bus travel benefits.
Tapping into Scotland’s youth culture, while highlighting the ease and convenience of bus travel, the #freetoexplore campaign drove over half a million young Scots to apply for the scheme – all through the town..!
2023 has been a strong year for Scottish marketing campaigns, with bold ideas, strategic thinking and creativity coming together to deliver exceptional results – as exemplified in the list of great marketing campaigns above.
Here’s to creating more outstanding, thoughtful, innovative, and inspirational campaigns in 2024!
Considering a marketing campaign for your business? Get in touch with us here to see how we can help you make that vision come alive.