Transcript
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
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