Scottish Development International (SDI)


Project details

Scottish Development International’s (SDI) role is to attract inward investment to Scotland. A classic B2B challenge – this is the enterprise arm of the Scottish Government. We used online ads across 8 languages in 12 markets – rich media allowed for sound, datacapture and engaging creative. In helping develop this campaign, assistance from Butler Shine Stern (San Francisco) and WE Group (Hong Kong) has been invaluable to The Union – as these agencies have helped provide insight and competitive data, as well as met the SDI clients when visiting.


Scottish Development International

Agency Partner

The Union
Edinburgh, Scotland

Live Site


This is a story about an engaging, sector-focused international campaign which generated business leads for Scottish Development International (SDI) from companies looking to set up new operations in Scotland for the first time.


The Phase 2 online campaign, which ran Sept-Dec 2010, had a further requirement to promote SDI’s five key sectors: Finance, Chemicals, Energy, Life Sciences and DMET (Digital Media and Enabling Technologies). This would be achieved by weighting across media bookings and the strength of creative concept by sector. Activity ran in EMEA1 in English, French and German; and in the North American market.


The result, a +623% increase in leads compared to previous campaigns, came from championing originality and evolution of creative in a digital medium, with the learning that success comes from formats which own their placement, rather than just fill it. The online environment demands confidence in execution; and The Union and SDI created an ad campaign which delivered just that.