WINNER
Title: Stella Artois - movies that matter
Media Agency: Motive Communications
Media Director: Peter Edwards
Head Of Media Development: Tracy Darwen
Creative Agency: Lowe Howard-Spink
Creative Director: Charles Inge
Account Director: James Scroggs
Account Planner: Peter Brown
Client: Whitbread Beer Company
Brand/Product: Stella Artois
Marketing Director: Stewart Gilliland
Media/Brand Manager: Stuart MacFarlane
STELLA ARTOIS - MOVIES THAT MATTER
In a premium beer market usually obsessed with sport, Motive’s
recommendation to ally the Stella Artois brand to films instead has
proved a novel and credible strategy. By only ever airing the 60 second
brand commercial in the best quality/cult movies on television,
sponsoring Channel 4’s peak film output, and increasing its investment
in cinema advertising, the agency has driven brand affinity by 40 per
cent despite a 50 per cent drop in advertising share of voice over five
years. Film, particularly premier and cult movies, is an active leisure
pursuit among premium lager drinkers, providing the highest quality
environment for a brand that prides itself on its exclusivity.
