After 14 years of communication silence in the Belgian market, Stella Artois anticipated the reopening of the on-trade with a nationwide repositioning with meaningful and targeted content. The Life Artois was born. UPR Agency was challenged to launch the repositioning and announce Stella Artois’ participation in the festive reopening of the on-trade in May.
To maximise reach and coverage, UPR Agency recommended splitting the communication into two parts.
Stella Artois announced its repositioning at a press conference that was 100% virtually livestreamed. All major Belgian media attended the press conference in Stella Artois’ birthplace, the De Hoorn brewery in Leuven.
All participating journalists received the Life Artois experience box an hour before the start of the press conference as a teaser to participate in the zooming session.
The second part of the campaign took place at the end of April. For this, UPR Agency invited mainstream press and social media influencers to an unforgettable event at the Bourse in Brussels with street art where people could gather safely.
This phased approach gave Stella Artois a prominent presence over several months in mainstream, online and social media, providing maximum support to the marketing campaign.
All this ensured that in a short time we allowed Stella Artois to become a true PR phenomenon. This did not escape the Effie jury, who rewarded Stella Artois and UPR Agency with a Bronze Effie Award.
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