Quality Meat Scotland has installed an interactive touchscreen digital panel in the heart of Edinburgh in a Clear Channel bus shelter on Prince’s Street. The 52” digital screen allows consumers to choose and view videos which feature the people ‘behind the labels’ and learn more about the quality and origin guaranteed by the Scotch Beef, Scotch Lamb and Specially Selected Pork logos.
The digital 6-sheet is part of a wider ‘Behind the Label’ campaign which incorporates 6-sheet and 48-sheet posters in Scotland, a Clear Channel Interact mobile campaign using the shortcode 62266 to access a dedicated microsite, online media including a page peel format on BBC Good Food’s website and Post-it notes placed into the Scottish editions of the Daily Mail and Daily Express!
The campaign, planned and implemented by MediaCom Edinburgh and Kinetic with creative implementation by Merle agency, will run until 23rd October.
Jane McTaggart, Account Director at MediaCom Edinburgh, told us “This campaign has been designed to literally bring to life the ‘Behind the Label’ strategy. With the use of new and innovative media formats, we aim to truly engage with consumers in a fun, yet informative way.”