{"id":70268,"date":"2014-09-19T14:50:00","date_gmt":"2014-09-19T13:50:00","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-scottish-referendum\/"},"modified":"2014-09-19T14:50:00","modified_gmt":"2014-09-19T13:50:00","slug":"ad-of-the-week-scottish-referendum","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-scottish-referendum\/","title":{"rendered":"Ads of the Week – Scottish referendum"},"content":{"rendered":"

Scotland may have voted \u2018No\u2019 to independence, but the strength of the Yes campaign<\/strong>\u2019s support demonstrates the success of its promotions. Part of this involved the use of ad campaigns to reach the broad target audience, and in today\u2019s post we explore the styles they used to engage greater numbers.
\nThe Yes means\u2026 spot published on the Yes campaign<\/strong>\u2019s YouTube account is clear evidence of this. It opens with shots of a young male in the highlands, an elderly male at home, a middle-aged businesswoman and a young female in her new home. The opening line sets the tone for the rest of the ad: \u201cIndependence, it\u2019s what we all want in our lives, so why shouldn\u2019t our country be independent too?\u201d
\nIt\u2019s the first of numerous concise points that are arguably difficult to oppose, and what follows – \u201cAfter all, Scotland is wealthy enough to afford it.\u201d \u2013 is backed up by supporting figures, spoken as though they were audible bullet points. It then asks the viewer to \u201cJust imagine what we could do with our vast wealth and resources?\u201d, and promptly answers with further benefits.
\nThis factually-rich theme is countered by the Our choice between two futures\u2026 video, which instead plays on the negativity surrounding the nation\u2019s ties with the rest of the UK. It takes a simple approach, using the voiceover of a hypothetical girl named Kirsty due to be born on the day of the vote. She ponders \u201cWhat kind of country will I grow up in?\u201d and goes on to consider the pros of leaving and the cons of staying. \u201cWill it be a Scotland that is fairer, more prosperous\u2026 a Scotland where I can reach my full potential? Or will it still be a country ruled by Westminster, a country that\u2019s still the fourth most unequal in the developed world?\u201d The piece ends on a rousing high, asking the viewer to \u201cPut Scotland\u2019s future in Scotland\u2019s hands\u201d.
\nClearly the, \u2018Our choice\u2026\u2019 ad is there to exploit the emotional aspect of the push for independence, while the \u2018Yes means\u2026\u2019 promotion delivers the facts to really sell the point. When combined, they employ two traits always found with great copy<\/a> \u2013 a compelling message and clear benefits.
\nThe Yes campaign<\/strong> may not have achieved what they set out to, but it wasn’t because of poor communications. To boost your own, contact the team in the know<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Scotland may have voted \u2018No\u2019 to independence, but the strength of the Yes campaign\u2019s support demonstrates the success of its promotions. Part of this involved the use of ad campaigns to reach the broad target audience, and in today\u2019s post we explore the styles they used to engage greater numbers. The Yes means\u2026 spot published […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70268","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"\nAds of the Week - Scottish referendum - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-scottish-referendum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ads of the Week - Scottish referendum - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Scotland may have voted \u2018No\u2019 to independence, but the strength of the Yes campaign\u2019s support demonstrates the success of its promotions. 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