Case Study: STV
STV is Scotland’s leading digital media brand, providing consumers with quality content on air, online and on demand. It is the Scottish equivalent to ITV showing programmes such as Britain's Got Talent, Emmerdale and Coronation Street.
Charity fundraising - Highlighting the launch of a new charity lottery.
STV launched the Scottish Children’s Lottery in October 2016; to help raise funds for and improve the lives of young people across Scotland. Unlike a national lottery, the Scottish Children’s Lottery is the brand name for the draw whose revenues support four charities equally on a weekly rotational basis.
STV were looking for a promotional product which would highlight the lottery brand around Glasgow. They required a visually striking item that could be used again. STV had four specific brief requirements:
- Create an innovative promotional product.
- The item had to communicate the brand to a wide audience through a range of broadcasting channels.
- A short lead time of only 4 weeks from concept to delivery.
- Remain on brand, on time and on budget.
After discussing a range of ideas with STV, they decided they would promote the brand by launching five replica lottery balls on to the River Clyde in Glasgow and floating them down the river. A fantastic idea with many challenges!