{"id":15235,"date":"2025-05-15T10:10:09","date_gmt":"2025-05-15T14:10:09","guid":{"rendered":"https:\/\/espace-m.ca\/?p=15235"},"modified":"2025-05-15T16:27:58","modified_gmt":"2025-05-15T20:27:58","slug":"finalists-at-the-idea-awards-with-boreale-for-survivor-quebec","status":"publish","type":"post","link":"https:\/\/espace-m.ca\/en\/press\/finalists-at-the-idea-awards-with-boreale-for-survivor-quebec\/","title":{"rendered":"Finalists at the IDEA Awards with Bor\u00e9ale for Survivor Qu\u00e9bec"},"content":{"rendered":"<p data-start=\"132\" data-end=\"352\">We are proud to announce that Espace M is a finalist at the <strong data-start=\"192\" data-end=\"212\">2025 IDEA Awards<\/strong> in the category <strong data-start=\"229\" data-end=\"277\">Best Use of Sponsorship or Brand Integration<\/strong>, for the <strong data-start=\"287\" data-end=\"312\">Bor\u00e9ale Hors Sentiers<\/strong> campaign featured in <em data-start=\"334\" data-end=\"351\">Survivor Qu\u00e9bec<\/em>.<\/p>\n<p data-start=\"354\" data-end=\"688\">In a market where non-alcoholic beer is rapidly growing but also fiercely competitive, <a href=\"https:\/\/www.boreale.com\/en\/\">Bor\u00e9ale<\/a> aimed to stand out by delivering more than just a product message. The goal: to build a lasting emotional connection with its <a href=\"https:\/\/www.boreale.com\/en\/products\/hors-sentiers\"><em data-start=\"575\" data-end=\"590\">Hors Sentiers<\/em><\/a> range by anchoring it in values like the outdoors, adventure, self-improvement, and authenticity.<\/p>\n<p data-start=\"690\" data-end=\"1127\">To achieve this, we leveraged a high-reach, high-engagement platform: <a href=\"https:\/\/www.noovo.ca\/emissions\/survivor-quebec\"><em data-start=\"760\" data-end=\"777\">Survivor Qu\u00e9bec<\/em><\/a>, 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 <em data-start=\"1023\" data-end=\"1038\">Hors Sentiers<\/em> beer directly into the show by making it a tangible reward during one of the challenges.<\/p>\n<p data-start=\"1129\" data-end=\"1511\">This led to a standout television moment: Ghislain, one of the season\u2019s most memorable contestants, shared how much this non-alcoholic beer meant to him. His father\u2019s favorite, <em data-start=\"1306\" data-end=\"1321\">Hors Sentiers<\/em> 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.<\/p>\n<p data-start=\"1513\" data-end=\"1550\"><strong data-start=\"1513\" data-end=\"1549\">The results speak for themselves<\/strong>:<\/p>\n<ul data-start=\"1552\" data-end=\"1821\">\n<li data-start=\"1552\" data-end=\"1610\">\n<p data-start=\"1554\" data-end=\"1610\">A <strong data-start=\"1556\" data-end=\"1581\">29% increase in sales<\/strong> during the campaign period<\/p>\n<\/li>\n<li data-start=\"1611\" data-end=\"1674\">\n<p data-start=\"1613\" data-end=\"1674\">A <strong data-start=\"1615\" data-end=\"1633\">40% sales jump<\/strong> following the key moment with Ghislain<\/p>\n<\/li>\n<li data-start=\"1675\" data-end=\"1741\">\n<p data-start=\"1677\" data-end=\"1741\">A <strong data-start=\"1679\" data-end=\"1715\">194% increase in website traffic<\/strong> from <em data-start=\"1721\" data-end=\"1731\">Survivor<\/em> viewers<\/p>\n<\/li>\n<li data-start=\"1742\" data-end=\"1821\">\n<p data-start=\"1744\" data-end=\"1821\">A strengthened brand affinity, aligned with the values of its target audience<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1823\" data-end=\"2132\">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 Bor\u00e9ale for their trust, and to all the creative, media, production, and client teams who helped bring this campaign off the beaten path to life.<\/p>\n<p><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15228\" src=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1.jpg\" alt=\"\" width=\"1645\" height=\"916\" srcset=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1.jpg 1645w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1-300x167.jpg 300w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1-1024x570.jpg 1024w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1-768x428.jpg 768w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-1-1536x855.jpg 1536w\" sizes=\"auto, (max-width: 1645px) 100vw, 1645px\" \/><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15230\" src=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2.jpg\" alt=\"\" width=\"1602\" height=\"892\" srcset=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2.jpg 1602w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2-300x167.jpg 300w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2-1024x570.jpg 1024w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2-768x428.jpg 768w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-2-1536x855.jpg 1536w\" sizes=\"auto, (max-width: 1602px) 100vw, 1602px\" \/><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15232\" src=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-3.jpg\" alt=\"\" width=\"903\" height=\"471\" srcset=\"https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-3.jpg 903w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-3-300x156.jpg 300w, https:\/\/espace-m.ca\/wp-content\/uploads\/2025\/05\/Image-3-768x401.jpg 768w\" sizes=\"auto, (max-width: 903px) 100vw, 903px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\ud83d\udc49\u202f<strong data-start=\"2137\" data-end=\"2191\">Congratulations to all 2025 IDEA Awards finalists!<\/strong> See the full list of nominated campaigns here: <a href=\"https:\/\/concoursidea.ca\/finalistes2025\">concoursidea.ca\/finalistes2025<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 Bor\u00e9ale Hors&#8230;<\/p>\n","protected":false},"author":5,"featured_media":15228,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"quote","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-15235","1":"post","2":"type-post","3":"status-publish","4":"format-quote","5":"has-post-thumbnail","7":"category-press","8":"post_format-post-format-quote"},"_links":{"self":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/15235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/comments?post=15235"}],"version-history":[{"count":1,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/15235\/revisions"}],"predecessor-version":[{"id":15239,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/15235\/revisions\/15239"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/media\/15228"}],"wp:attachment":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/media?parent=15235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/categories?post=15235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/tags?post=15235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}