S.O. Creative’s 2010 MySQA campaign is well under way with the Glasgow based agency encouraging students to register on the SQA website to receive Higher and Standard Grade exam results by text or email on the day before certificates are delivered.
Some 68,000 students have now signed up to the service since the May launch thanks to a combination of leaflets sent direct to every candidate and posters distributed to every school in Scotland.
Social networking forms a key plank of the campaign through the creation of a character called Sam, as S.O.’s Nick Lang explained: “Sam represents SQA but she is not the voice of SQA – she’s more like the candidate’s big sister and will kid the candidates on, and even making jokes about SQA. She has been operating since 2008 and is liked and trusted, and has had a positive effect on the profile not just of MySQA, but also of SQA.”
This is the third year that S.O. has worked with the SQA after winning a competitive brief in Spring 2008.
Above the line media includes radio, bus interior cards, cinema washroom posters, StreetTalk telephone boxes, and inflatable 48 sheets in Edinburgh, Glasgow and T-In-The-Park.
Digital includes banners on MSN, and audio with banners on Spotify. The MSN campaign features a viral carried over from last year.
Students wishing to get one up on their Royal Mail reliant peers have until July 15 to register their details and must activate the account by 17:00 on July 23.