The Brief
Create a hype campaign to build anticipation for Scotland’s (possible) first appearance at a major tournament in 23 years and promote Bauer’s radio coverage. Briefed both pre and post qualification.
The Insight
Scotland’s men’s national side last appeared at a major tournament in 1998. Generations have missed out on the chance to attend, and for many young Scottish people this would be their first experience of Scotland at a Finals.
The Solution
We told the story of Scotland’s wait, and eventually their return. Using poetic copy and a stripped back cover of ‘Wild Mountain Thyme’ we created audio spots for use on breakfast shows across all of Bauer’s Scottish radio portfolio. We also animated two social films which reached nearly 2m views combined across Bauer’s branded social pages.
