Quail Content was formed by Greg Quail, founder of Sydney-based prodco Quail Television, in order to create a much-needed connection between the advertising and television space, according to Quail Content partner Kate Edwards.
‘Creative agencies are a different beast,’ says Edwards, adding that they tend to produce on a project-by-project basis, whereas the production company and broadcast mentality is to think in long term. Thus, says Edwards, Quail Content aims to fix that disconnect between the two different worlds.
Quail Content has worked with Bacardi and Mediacom in Australia, and is currently developing a project with Volkswagen and another branded project that is still under wraps.
Edwards also believes that branded content is the smarter method for advertisers to engage targeted audiences, rather than the thousands of ads that Generation Y gets thrown its way on a daily basis, via billboards, text messages and online.
As an example, she cites Bacardi Express, an initiative that put five bands and their lucky fans on a 1960s-outfitted train, which Quail turned into a half-hour broadcast for MTV Australia in May and 12 web interstitials. The content was a combination of the bands’ performances and footage of the bands mingling with fans on the train. The web interstitials were downloaded over 350,000 times, says Edwards.