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2016 Drum Network Awards: Partnership Marketing Campaign of the Year – Commendation
Gain cut-through in the cluttered male TV market, driving awareness and brand engagement amongst a younger target audience.
Mediator identified alcohol, particularly beer as a key passion point for Quest’s audience. With this in mind, a partnership was secured with craft brewer, Meantime Brewery to deliver an engaging and fully integrated partnership campaign.
The partnership is truly authentic with both brands bringing their expertise to the table; Quest’s production department filmed a series of six short films around craftsmanship to be used for Meantime’s Make Time For It Campaign, which it also promoted on-air.
In return, Meantime ran a Quest on-pack promotion across 1.5M bottles from June – September 2016, promoting a competition to win a once in a lifetime trip to the Yakima Valley, the home of hops and adventure.
To further support the partnership and help Quest truly engage with their target audience, Meantime brewed a limited edition Quest beer as part of their pilot series, which was distributed across several London pubs last year.
Mediator’s Co_Creative service was used to create a unique campaign identity that was reflective of both brands and ultimately had maximum impact amongst the target audience.
By utilising each partners assets and strengths, the partnership required minimal investment and enabled Quest to reach a younger male audience in excess of 2.5m+. Furthermore, the partnership generated £205K+ worth of media value and delivered an ROI of 5:1. The campaign also delivered a first for a UK-based TV channel, through creation of Quest’s own limited edition Meantime beer.
o“The Quest viewer takes time to indulge his interests and to embrace new challenges. Our Yakima Valley trip promotion with Meantime connects them with their passion points of craftsmanship and adventure. This partnership enables us to deepen brand engagement with a 7M+ strong audience.”
Head of Quest