CAMPAIGN MEDIA AWARDS 2000: Best Sponsorship - Winner: Stella Artois



Title: Stella Artois - movies that matter

Media Agency: Starcom Motive

Media Director: Peter Edwards

Account Director/Media Planner: Tracy Darwen

Creative Agency: Lowe Lintas

Creative Director: Charles Inge

Account Director: Harriet Bell

Client: Interbrew

Brand/Product: Stella Artois

Marketing Director: Richard Evans

Media/Brand Manager: Jo Franks


Title: First Direct 10th birthday

Media Agency: New PHD

Media Directors: Laura James, Tess Alps

Creative Agency: Scope

Creative Director: Charles Buddery

Client: First Direct

Brand/Product: 10th Anniversary

Marketing Director: Peter Simpson


This year, Starcom Motive's innovations and extensions to the media concept included the development of Stella's broadcast sponsorship deal with Channel 4, focusing on making Sunday nights a film occasion dubbed 'Sunday Nights In'. The tie-up was also extended to FilmFour and was promoted weekly in Heat magazine.

Other promotional activities included exclusive deals with Empire magazine and The Guardian covering sponsorship of the Empire Awards and co-sponsorship of outdoor events with The Guardian. This year, Stella commissioned short films of these events to air on Channel 4.


To celebrate First Direct's 10th birthday, New PHD devised a night of sponsored programming on FilmFour billed as 'First Direct presents Director's Firsts'. This was backed up by various promotional offers through tie-ups with The Guardian and Odeon cinemas.

The sponsorship offered free FilmFour programming to all viewers in multichannel homes on the night of the broadcast - 1 October. In addition, First Direct customers where offered free FilmFour for a month. The results included an awareness level of 62 per cent among adults.


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