Title: Stella Artois - movies that matter
Media Agency: Motive Communications
Media Director: Peter Edwards
Head Of Media Development: Tracey 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
By recognising the link between premium lager drinkers and film and by
making cult film screenings their own, Motive has turned what began as a
television buying strategy five years ago into the cornerstone of Stella
Artois’ multi-media campaign. So successful is the brand’s association
with film that more drinkers now associate Stella with film than tennis,
which it has sponsored for more than 20 years. Spontaneous awareness of
film sponsorships now outstrips television advertising awareness by 25
per cent, while Channel 4’s film sponsorship has driven brand
association with film to 74 per cent recall, putting it ahead of Doritos
and more than two times in front of Budweiser. Congratulations to Motive
for a clever idea, meticulously executed across the entire media
spectrum.
