STV and DisneyPixar launch multi-platform promotional campaign for new-release Brave
Broadcaster STV has teamed up with DisneyPixar to launch a multi-platform media campaign to promote new-release, Brave, in Scotland. The campaign, negotiated by Carat, will consist of a combination of television ads, Brave themed sponsor-bumpers within channel sponsorship on 3 and 4 August, video-on-demand ads, online and mobile takeovers.
Two one-minute long ad-funded programmes celebrating all things Scottish, featuring proud Scots discussing what they love most about Scotland, were also created as part of the campaign and will tie in with the launch of Brave in Scotland on Friday 3 August. More than one week ahead of the rest of the UK, where the film launches on 13 August.
Promos for STV’s ‘Our Scotland’ will also be sponsored by DisneyPixar’s Brave, and will feature digital brand integration on the ITV Network region. The integrations were created with the help of digital integration specialist MirriAd, including Brave poster signage and branded clothing, using bespoke technology, ZoneSense, developed by MirriAd using predictive analytics.
Peter Reilly, commercial director at STV, commented: “We are delighted that DisneyPixar 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.”
CEO of MirriAd, Mark Popkiewicz, said the “natural but prominent creative placements for Brave prove the potential for digital brand integration to improve value for clients involved in content creation and sponsorship,” with Baz English, sponsorship manager at Carat, adding: “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.”
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Carat UK & Rubber Republic
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