Mediacom Scotland, working with Massive, has launched the UKs first Xbox Live campaign using IP targeting for the Scottish Government.
The campaign for the Scottish Governments’ Drink Drive initiative will solely target young Scots as they play Xbox Live online, appearing in games such as EA’s Need for Speed Pro Speed, EA’s Need for Speed Carbon and Microsoft Games Studio’s Project Gotham Racing.
The campaign uses adapted outdoor creative which highlights young people’s key fear of losing their driving licence through drink driving. The creative was produced by The Union.
Mediacom’s Iain McNeill said: "The digital revolution has really opened the doors for compelling ways to engage with the youth of Scotland, a notoriously ‘hard to reach’ audience. By targeting them through their media channels we can start breaking down the barriers to young people engaging with Government communications."