STV, which operates two ITV regional franchises in Scotland, has joined up with Disney-Pixar to launch what STV describe as ‘a groundbreaking, multi-platform media campaign to help launch the much anticipated film, Brave, in Scotland.’
“We are delighted that Disney-Pixar chose STV for their Scottish media campaign in anticipation of the eagerly-awaited launch of the new film Brave. STV brings a unique understanding of the Scottish market and its people, supported by an innovation driven multi-media capability. ” said Peter Reilly, Commercial Director at STV.
The campaign includes a combination of television ads, Brave themed sponsor-bumpers within channel sponsorship on the 3rd and 4th August, video-on-demand ads and dynamic online and mobile take-overs as well as two, one-minute ad-funded programmes.
From Monday 30th July, promos for STV’s Our Scotland are sponsored by Disney-Pixar’s Brave, and feature the first ever digital brand integration on an ITV Network region. The two one-minute shorts, celebrate all things Scottish and feature proud Scots talking about why they love Scotland and what makes it special to them.
The campaign was negotiated by Carat their Sponsorship Manager, Baz English, adds: “This is a great example of Carat sponsorship working closely with STV in redefining a media partnership by involving as many STV platforms and touch points as possible.”
The digital integrations were created with digital brand integration specialists MirriAd, and include Brave poster signage and branded clothing. The brand integration solution uses ZoneSense™, a bespoke technology developed by MirriAd using predictive analytics which forecast the overall quality and quantity of brand exposure. The use of digital integration technology is a first for STV and a UK first for Disney-Pixar.
The one-minute programmes launched on Monday, to tie in with the launch of Brave in Scotland on Friday 3rd August, which is over a week in advance of the rest of the UK, which launches on 13th August.