We are proud to announce that Espace M is a finalist at the 2025 IDEA Awards in the category Best Use of Sponsorship or Brand Integration, for the Boréale Hors Sentiers campaign featured in Survivor Québec.
In a market where non-alcoholic beer is rapidly growing but also fiercely competitive, Boréale aimed to stand out by delivering more than just a product message. The goal: to build a lasting emotional connection with its Hors Sentiers range by anchoring it in values like the outdoors, adventure, self-improvement, and authenticity.
To achieve this, we leveraged a high-reach, high-engagement platform: Survivor Québec, one of the most-watched shows in the province during spring. Thanks to an integrated approach, the campaign came to life both on screen and in the minds of viewers. In addition to classic sponsorship formats (banners and panels), we integrated Hors Sentiers beer directly into the show by making it a tangible reward during one of the challenges.
This led to a standout television moment: Ghislain, one of the season’s most memorable contestants, shared how much this non-alcoholic beer meant to him. His father’s favorite, Hors Sentiers had become a symbol of renewal, connection, and sobriety between them. This spontaneous, heartfelt moment turned a simple product placement into a powerful vehicle of emotion and closeness.
The results speak for themselves:
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A 29% increase in sales during the campaign period
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A 40% sales jump following the key moment with Ghislain
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A 194% increase in website traffic from Survivor viewers
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A strengthened brand affinity, aligned with the values of its target audience
This project shows how a well-thought-out media partnership, executed with care and authenticity, can go beyond visibility to create real connections. Thank you to Boréale for their trust, and to all the creative, media, production, and client teams who helped bring this campaign off the beaten path to life.
👉 Congratulations to all 2025 IDEA Awards finalists! See the full list of nominated campaigns here: concoursidea.ca/finalistes2025
