Strongbow's key aim was that they wanted to redefine how the beverage was perceived within British culture. The campaign needed to have 2 clear objectives. The first was to change the brand perception of Strongbow into one that reminds people of a time where they were most free, signalling a release from the excessive seriousness of everyday life. The second was to increase consideration of Strongbow, driving intent to purchase.

The motive for the campaign was that, as a direct result of the AFP and the wider MTV activity, likeability of Strongbow would significantly increase & achieve both these objectives.

A collaboration across Sky Media, Elephant House and MTV looked to produce a bespoke campaign, with content spanning across multiple touchpoints and comprising of five core elements to achieve Strongbow's goals: an AFP, TV commercials, paid and social branded content, editorial social support and a headline sponsorship of Club MTV's Freshers Tour events.

The content achieved over 2.2m video views, 10.3m impressions and 13.6k engagements (17% higher versus other branded content MTV had worked on in 2018) Over 72k organic impressions on social media Over 45k students attended the 9 Strongbow events. +24pp uplift in brand image +28pp uplift for consideration of Strongbow. The editorial social organically achieved +496k impressions across Facebook, Instagram and Twitter. The promo achieved +1.23m impressions on VOD and 92.98 TVRs of adults aged 16 to 34 years old, on air.

"Refresher's Week provided a great platform to demonstrate the campaign thinking, taking the audience back to a mindset where they would remember positive experiences with Strongbow. By leveraging across multiple platforms, we were able to add an additional layer of comms to a specific audience segment, supporting our wider brand campaign." Duncan Child, Media Partnerships, Heineken UK Limited