The Scottish Government

Gran's in the bar and on the pitch

Gran

The challenge

Use partnership marketing to bring the successful Road Safety Scotland Drive Like Gran’s in the Car campaign to life for our young male target audience. But where do you find young men in Scotland? Well, the football and the pub are good places to start.

The bold idea

Gran had a stern word with our audience in both of these key locations. She treated designated drivers to free soft drinks in Wetherspoons and Signature Pubs for all of December, and took-over partner media at sold out festive football fixtures: from pitch-side LEDs to big screens and even match day programmes.

The results

Direct interaction and promotion of campaign messages in over 80 pubs. Complementing the mass reach at games to match-goers, television exposure and social media coverage for Gran and #DriveSmart.

Gran
Gran
Gran
Gran
Gran

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