Visit #ScottishTwitter 
Creative Development & Strategy
Brand: Integrated Campaign

Scottish Twitter has been described as the funniest place on the internet. It's real people's unfiltered and hilarious observations about daily life, in true Scottish dialect. So where better to celebrate these keyboard comedians than at the Edinburgh Fringe, one of the world's largest comedy festivals. The Fringe audience was in Scotland but missing out on authentic Scottish comedy. We fixed this with Visit #ScottishTwitter: an affectionate parody of every visitor centre you’ve ever traipsed round, celebrating over a hundred Tweets from Scotland’s greatest keyboard comedians.

We took the resolutely offline format of the visitor centre and clashed it against the cutting edge of online humour. The result was an unexpected, unusual, and hugely shareable physical experience that felt nothing like what you expect from branded experiential. This campaign was fully integrated, with a video featuring Scottish comedian Fern Brady, a full social takeover of @TwitterUK, billboards in stations and roadsides and ads in the Scotsman.

Our main goals were to create buzz, press, and a happy #ScottishTwitter community. Our welcome video made it to the Reddit homepage with 39k organic upvotes. Photos of the centre took off on Twitter and Instagram and we recorded an overwhelmingly positive response (98% positive sentiment) in conversations about the campaign. #ScottishTwitter started trending, with 1688% increase in use and Google searches for #ScottishTwitter went up by 400%. Our PR reached a cumulative audience 3.06 billion, with 177 pieces of coverage including: Scottish Sun, Daily Record, Scotsman (twice), Herald, BBC Scotland, STV, Metro, MailOnline, Guardian, Times, i newspaper, and the BBC News online. And, over it's five day life span the center was visited by over 4,000 people and a goat.

Pure Patter. 

Awards
Design Week 2020 - Brand Campaign of the Year / The Drum Chair's Award 2019 / Campaign Experience: Gold - Best Consumer Campaign, Silver - Bravest Campaign, Bronze - Best Experience / Creative Review Awards - The Annual 2019 / The Campaign Big Awards Integrated Campaign of the Year 2019 / The Drum OOH Best Experiental/Ambient 2020 / The Drum Best Local Campaign /  Webby - Honoree.

Creds
Flying Object, Storm & Shelter, Gerry Ferrell INK