STV asks 'Who will you support?' during the World Cup
To promote its broadcast of the World Cup, and programming based around the upcoming tournament, STV has released an advertising campaign, created by The Union.
The ‘Who will you support?’ campaign promotes the High Definition coverage that the Scottish broadcaster will offer viewers, running on-and-off air.
14 different version of the creative will run across television, radio, outdoor and in-bar across Scotland, which each ad using a different country’s flag, alongside a statement about why someone may want to support that country.
Beer mats will also be distributed to bars across Scotland, promoting the ‘Who Will You Support’ competition encouraging fans to enter to win a home entertainment system.
Gill Petrie, marketing manager at STV, said: “We wanted to run a fun, upbeat campaign that really captured the excitement surrounding the World Cup and encouraged our viewers to be supporters rather than simply spectators. Even though Scotland isn’t competing, we know that Scotland is a nation of football fans all keen to get involved in the spirit of the competition."
Petrie continued: "It doesn’t really matter how tenuous the link is between the country and the reason for choosing to support them; it’s all about getting involved in a great sporting event, and having a sense of humour about the fact our national team isn’t participating! We’re delighted with the simple yet innovative executions created by the Union, and we very much hope the creative makes people smile and get involved with the World Cup on STV and the competition tied into the campaign.”