The Week: Stella launches cinematic website for new ad strategy

Stella Artois has launched a big-budget "cinematic-style" global website as part of a new strategy that will see a temporary halt called to its UK TV ads.

Stellaartois.com opens with a broadcast-quality interactive short film, featuring a barman taking a bottle of Stella from the brewery back to his bar. It also includes video games, blogs and product history.

The site took more than a year to complete and was created by Lowe Worldwide offices in London, Stockholm and South Africa.

The company has put significant investment into the website and will now use it as the main focus for its UK advertising, rather than producing its traditional high-profile TV campaigns.

Jeremy Hine, the global business director for InBev at Lowe Worldwide, said: "We know that our target market of 18- to 24-year-olds interact for up to five minutes with websites and that's why, from now on, online will play a much bigger role. However, we are not totally turning our back on traditional media."