ring
Project: Voice of the Nation
Ring – the smart home security brand – set out to strengthen its presence in Scotland by celebrating one of the nation’s most charming traits: its diverse regional accents. Partnering with six Scottish creators, we launched a nationwide voice search competition amplified by DJ Edith Bowman. The campaign sparked meaningful engagement across the country, elevating Ring’s local relevance through authentic, influential Scottish voices.
01The Context
With the Scottish accent voted one of the UK’s most endearing, according to Ring’s research, we saw an opportunity to engage fiercely proud Scottish consumers in a meaningful way, speaking to their sense of identity.
02The Move
We embarked on a nationwide hunt to find Scotland’s ‘Voice of the Nation’. One lucky Scot would become the first ever member of the public to appear on Ring Video Doorbells across the UK.
03The Action
Auditions were held in-person at pop-ups in three Scottish city shopping centres over three weekends, and online via TikTok, Instagram, or Ring, generating over 320 entries. Scottish presenter Edith Bowman led the campaign, promoting it through her social media. The integrated campaign included press outreach, influencer partnerships, a media tie-in with Bauer, and local engagement strategies to drive participation and attendance.
04The Impact
The campaign generated 98 media hits – including Mail Online, STV News, and Clyde 1 – with over 212 million OTS, 93% of which were positive and carried key messages. Content from DJ Edith Bowman and five influencers reached 212,800+ people with 326,100+ views.
Political recognition followed, with 22 MSPs backing a Motion by Annie Wells. Across nine events, 938,000+ weekly visitors led to 278 in-person auditions.
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