In April/May 2008 Stella Artois ran a large format Outdoor campaign. The Outdoor creative, whose message was different to that of the TV campaign, highlighted the fact that Stella Artois contains only 4 natural ingredients and is differentiated from competitor lagers in the chalice shaped glass in which it is served.
Research was carried out amongst 18-34 male lager drinkers before and after the campaign to assess the impact of the Outdoor activity
Some of the key findings were:
- The Outdoor campaign clearly raised awareness amongst the core audience of male 18-34 lager drinkers that Stella Artois should be served on trade in a chalice shaped glass that has a cooling function
- Predominantly only those who saw the Outdoor advertising were aware that Stella Artois lager only contains 4 natural ingredients
- The Outdoor advertising had a halo effect on the TV creative. Consumers at both the pre and post research stages recognised the main messages from the TV campaign were “pass on something good/generations of care”. However after the Outdoor campaign (post) consumers also noticed the chalice shaped glass more in the TV creative
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