STV has joined up with Disney Pixar to launch a groundbreaking, multi-platform media campaign to help launch its much anticipated film, Brave, in Scotland.
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 sponsored by Disney Pixar’s Brave, have been broadcast 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 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.
Peter Reilly, Commercial Director at STV said: “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. ”
Baz English, Sponsorship Manager, Carat said: “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 campaign was negotiated by Carat.
Mark Popkiewicz, MirriAd CEO said: “We are very pleased with this campaign; our first for STV this year. 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.”
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About MirriAd Limited
Chaired by Sir Peter Bazalgette and launched in September 2007 by CEO, Mark Popkiewicz, previously a director of BBC Ventures, MirriAd aims to revolutionize product placement for the digital era. MirriAd has developed an end-to-end solution able to digitally place brand imagery into any video on demand and at scale. MirriAd’s digital placements have been extensively researched and proven to achieve excellent results for brands whilst positively impacting production values and the viewer experience on line and on TV.
Headquartered in London with offices in New York and Mumbai, MirriAd is privately owned with institutional investors including Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and notable angel investors Bruce Smith and Stephen Bullock.