CAMPAIGN MEDIA AWARDS 2000: THE IMEDIAPOINT AWARD - Best Use of Mixed Media - Winner: Stella Artois



Title: Stella Artois - movies that matter

Media Agency: Starcom Motive

Media Director: Peter Edwards

Head of Development: 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: Go everywhere

Media Agency: Optimedia

Media Director: Greg Grimmer

Group Director: Nick Vale

Creative Agency: HHCL & Partners

Creative Director: Axel Chaldecott

Account Director: Fiona Lewis

Account Planner: Giselle Okin

Client: Go

Brand/Product: Go

Sales and Marketing Director: David Magliano

Media/Brand Manager: Mireille Briggs


Stella Artois, via its agency Starcom Motive, has developed a multimedia dialogue to communicate its 'movies that matter' media property.

Its brand commercial appears only in quality or cult films on TV and it also promotes its brand in arthouse cinemas, through sponsorship of film awards and has a broadcast sponsorship tie-up with Channel 4.

Other promotional elements include its print sponsorships with Empire magazine and The Guardian and this year it also used Heat magazine to promote its broadcast sponsorship on Channel 4. Also this year, it has pioneering an online film awards scheme, The Stellas.

It is a strategy that continues to push the brand to new levels of success.

A year ago, Stella was the number-six FMCG brand in the UK, today it is number four.


Go, British Airways' low-cost airline, has created signpost media sites across a number of media channels, which it uses consistently at high-frequency levels to promote new developments, themed messages and price promotions. This strategy involves using newspapers, magazines, flyers, taxis, the web, posters, radio and TV. It has worked. In 12 months, the airline achieved awareness levels that took its rivals three years to attain.