Creating a moving experience

At a time when rapid changes were forced upon the newspaper industry because of the lightning-quick increase in internet use, Scottish Media Group, owners of the Herald and Evening Times titles, moved into the online space. 

We were asked to help launch a suite of new websites: s1Jobs, s1Homes and s1Play, that represented SMG’s first foray into the highly competitive, digital realm. Tone, personality, and Scottishness would be critically important to seize real estate quickly in the land-grab frenzy. The s1 brand dipped a toe first in the recruitment space with a launch campaign of some repute that built a loyal following. Toes two and three were property and leisure, respectively. 

The campaign for s1Homes was rooted in a sense of place and had an irreverence that chimed with consumers and announced the arrival of a new player with wit and energy.