St Andrews Day Campaign Viral

VisitScotland commissioned Speakeasy to produce an ambitious film promoting Scotland’s national St Andrew’s Day celebrations on 30 November.

The brief was to follow a ‘kilted army’ of nine campaign champions with two film crew around Paris, Dublin, Berlin and London.

The kilted army would recruit people named Andrew (or André, Andrea, …); fly them to Scotland to celebrate St Andrew’s Day in the town of St Andrews – and show them hospitality like they’ve never experienced it before – the Scottish way.

Surprise – in the reactions of the ‘Andrews’ – was key to the success of the campaign.

VisitScotland’s aim was to create a viral social media video that generated 150,000-200,000 views. The campaign ultimately generated around 3m views.

“Our sincere thanks and recognition for the hard work and effort you and your team put in the St Andrew’s Day project. The support and commitment we got from you all at Speakeasy was significant – we simply would have not crossed that final line without it.”

Helen Campbell,

Head of Global Brand & Marketing Communications, VisitScotland