We Love Opinions - The Dip Debate & Bond
ScotPulse is a company with curiosity in it’s heart. They are Scotland’s largest online survey panel, representing a wide demographic of the Scottish population, capturing honest opinions on a range of subjects.
The challenge was to close the gap, bring ScotPulse up to date and let its repressed personality connect with the people of Scotland, stimulating conversation, new signups and new business. The brand needed to connect to them on an emotional level. It needed to speak their language, be familiar, engaging and consistent to get the conversation flowing.
Good or bad, their opinions are the key to ScotPulse’s existence and we wanted to celebrate this! And what better way to show this sentiment than to put them at the heart of ScotPulse’s branding. To define the tone of voice we encouraged ScotPulse to embrace the honesty and eccentricities of the panel. If something is minging don’t try and sugar coat it. It’s minging. If something is braw. It’s braw. ScotPulse loves all opinions equally; good bad or indifferent. By taking opinions directly grom or mirroring the language used by the panel, we created an emotive and engaging first impression and established a confident, conversational, relatable, expressive, and down to earth brand personality.
In the four months following launch, weekly registrations increased almost 500% from 25 to 117. During the initial three week TV and email campaign ScotPulse attracted 1265 new members.
We Love Opinions was highly commended in The Scottish Creative Awards 2016 for TV/CINEMA: TV/Cinema campaign.
- TV spot
- Digital
Producer: Alex Morgan/Laura Weatherburn/Nicole O’Neill
Creative: Vicky Kerr/Graham Anderson/Alex Morgan
Animator: Blair Harrower
Sound Dub/SFX: Amanda McGoldrick
