Stella Artois

March 2012

Key Campaign information

Environment/Panels Key Campaign Objective

563 48 Sheets

Change perceptions of Stella Artois through messages relating to their brewing heritage

Advertising AwarenessSpontaneous advertising awareness outperforms all

competitor brands

Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so?Source: Research Now Stella Research, February 2012

Brand ImagePerceptions strengthened by increased exposure to out

of home

Q8 Thinking about Stella Artois, to what extent do you agree with the following statements, where 1 is strongly disagreeing and 5 is strongly agreed. Source: Research Now Stella Research, February 2012

Is a sophisticated brand

Is a high quality brand

Has only 4 ingredients

Is for people who appreciate the best

Is a brand with traditions & heritage

Is served in a special Chalice glass

Is a brand I would like to be seen drinking

Is worth paying more for than other brands

Is a brand for someone like me

Creative Analysis: “Before Belgium”Creative message achieved strong cut through

Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For each statement, please indicate whether the word or phrase describes the ad completely, somewhat or not at all.Source: Research Now Stella Research, February 2012

Tells me that Stella Artois has a long brewing heritage

Tells me that Stella Artois is from Belgium

Told me something new about Stella Artois

I could not fail to remember this is an ad for Stella Artois

Is believable

Describes the ad (any)

Creative Analysis: “600 years”Long brewing heritage message clearly salient

Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For each statement, please indicate whether the word or phrase describes the ad completely, somewhat or not at all.Source: Research Now Stella Research, February 2012

Tells me that Stella Artois has a long brewing heritage

Is believable

Told me something new about Stella Artois

I could not fail to remember this is an ad for Stella Artois

Tells me that Stella Artois is served in a special glass

Describes the ad (any)

ConsiderationThe billboard campaign has led to increased

consideration amongst poster recognisers

Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so?Source: Research Now Stella Research, February 2012

60%would consider drinking

Stella Artois

+13%uplift amongst ad aware

Summary

• The campaign strengthened perceptions of Stella and even more so amongst those exposed to both creatives

• The clarity of the creative ensured the key messages were salient

• Consideration also driven by the billboard campaign

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics