Case study — Foster’s / Original Comedy Content

Challenge

Foster's advertising worked to drive awareness and calls to action but it was not engaging the target audience of tribal drinkers. Foster's needed an engagement platform that would put the brand front-of-mind and drive consumer loyalty and trial in the fiercely competitive standard larger market.

 

Insight

Tribal drinkers' nights out are fuelled with banter around the subjects close to their hearts – football, girls and comedy. Comedy fitted with Foster's brand DNA and was a relatively brand free entertainment environment.

 

Solution

A three-pronged entry into the world of comedy through the following: Sponsorship of the Edinburgh Comedy Awards to raise credibility; sponsorship of Channel 4’s comedy season to raise awareness and development of original comedy content to be distributed through Foster's-owned channels to drive engagement. In particular, bringing back comedy classic Alan Partridge!

 

Results

Over 5 million views of Alan Partidge’s mid-morning matters via Foster’s branded channels winning Foster’s the prestigious ‘Best Digital Campaign Award’ at the 2011 Marketing Society Awards and making it one of the most successful branded entertainment activations ever seen in the UK.

* This work was carried out by Matt Jagger whilst he was working for Naked Communications.

 

Alan Partridge

Foster’s

A deal was struck with BAFTA Award winning production company, Baby Cow Productions, to create a brand new series of Alan Partridge (Mid Morning Matters) for Foster’s branded entertainment platform fostersfunny.co.uk.