24 Dec 07

Mediacom Edinburgh take the Scottish Government to the Races

Mediacom Scotland working with Massive have launched the UKs first Xbox Live campaign using IP targeting for the Scottish Government.

Mediacom Scotland working with Massive have launched the UKs first Xbox Live campaign using IP targeting for the Scottish Government. The campaign for the Scottish Governments’ Drink Drive initiative will solely target young Scots as they play Xbox Live online, appearing in games such as EA’s Need for Speed Pro Speed, EA’s Need for Speed Carbon and Microsoft Games Studio’s Project Gotham Racing. 

The campaign uses adapted outdoor creative which highlights young people’s key fear of losing their driving licence through drink driving. The creative was produced by The Union.

Mediacom’s Iain McNeill says ‘the digital revolution has really opened the doors for compelling ways to engage with the youth of Scotland, a notoriously ‘hard to reach’ audience. By targeting them through their media channels we can start breaking down the barriers to young people engaging with Government communications’.

Michael McDonnell, Director of Road Safety Scotland says he’s delighted that this project is going live: “We need to look beyond the conventional methods of addressing key road safety issues which affect young people, and I believe that positioning of the drink-drive message in online games will serve as an ever-present reminder to young Scots about the consequences of drink-driving. What many don’t realise is that, when caught drink-driving, they will lose their licence - they’re LOS 3RS - and the online message could not be any simpler ‘Don’t risk it’”.