Case study
Local favourites
“To leverage our Zero Minimum campaign, we partnered with Time Out for their annual Food Awards. The support of the whole Time Out team was phenomenal. The additional awareness and reach Time Out obtained for us was priceless!”
Andrew Cartwright
SVP & Country Manager, Mastercard Australia
Campaign objectives

 B2B
To assist Mastercard and Carat in their campaign to encourage small businesses to introduce a Zero Minimum spend policy for all card transactions.

 Consumer
Mastercard and Carat also asked Time Out to help empower consumers to lobby businesses to have zero minimums.

The idea
Time Out in partnership with Mastercard celebrated the city’s local favourites – the little businesses, with zero minimums – that make our lives better, brighter, and most of all easier.

The search for ‘Local Favourites’
Time Out incorporated Mastercard’s Zero Minimum campaign into our Food Awards, creating three new People’s Choice categories that encouraged our readers to nominate their favourite small food businesses under the categories ‘Best Takeaway Coffee’, ‘Best Takeaway Lunch Spot’ and ‘Best late night snack vendor’. The kicker? Because we were celebrating customer first businesses, only those with zero card minimums could be nominated. We built a micro-site to run the nomination and voting process. Then, on the night of the Food Awards in Sydney and Melbourne, the three small businesses who garnered the most votes won a food award.

Execution
The Local Favourites Guide

Of course, it’s not just pre-made food vendors that can benefit from having no minimums. To further reward the small businesses that are already doing the right thing, and have no card minimums, we created ‘Local favourites’ guides in Sydney, Melbourne, Brisbane, Adelaide and Perth, celebrating the best small businesses across the categories of News Agencies, Bakeries, Coffee Shops, Providores, Butchers, Late Night Snack Vendors, Takeaway Lunch Spots, Bookshops and Small Bars – all with brand new photography to accompany them. These guides were promoted across print and online. All businesses selected were handpicked by Time Out’s team of critics for their outstanding offerings and commitment to customer service.

See the guide.

How we worked
Platforms activated

Custom built microsite
For ‘Local Favourite’
Food Award Nominations

Live events
New categories in the Time Out Food Awards

Time Out magazines
Ongoing native content series in Time Out magazine, celebrating Local Favourites

Time Out website
1 bespoke ‘Local Favourites’ feature package per city, with dozens of new small business venue listings inside it. Plus integration into the Food Awards winners coverage

Time Out newsletter
12 newsletter tiles over the course of the campaign

Facebook
Social-led nomination drive, followed by targeted native content campaign seeded on Facebook

Snapchat
Story pushed out from the Food Awards

Instagram
‘Local Favourite’ businesses highlighted over the course of the campaign, plus integration into Food Awards winners coverage.

Twitter
Integration into the Food Awards winners coverage

Instagram Stories
Live coverage of the Food Awards

Third party promotion
Featured in all third party media after the Food Awards

The campaign
What they said…
Campaign results
1,334,000+

display impressions, and 192,000+ page impressions on Local Favourites content

2,400,000+

impressions on Local Favourites content through Facebook, plus 243,000+ impressions on Food Awards content

53,000+

copies in Sydney and Melbourne

121,000+

active subscribers reached, with over 716,000 individual newsletters sent throughout the campaign

62,069

unique page visits to the Food Awards voting microsite

Time Out says…
The Zero Minimums campaign from Carat and Mastercard was one Time Out was prepared to back to the hilt. As champions of excellent customer service, it just made sense.

We used a combination of our extensive fact-checking arm (to find businesses that were already using zero minimums) and our flagship Food Awards event (to encourage vendors to drop their minimums in order to be eligible) to create a 360 degree campaign that spoke to both consumers and trade.

The accompanying editorial felt organic and natural on the Time Out Website, and our readers responded with overwhelming positivity to both the new Food Awards categories (our votes grew 400 per cent this year) and to the content that followed.