MEDIA AWARDS 1999: Best Use of Television and/or Cinema

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

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.