< Situation >

Consumers often postpone dinner plans for trivial reasons, leading to missed opportunities for enjoying meals with loved ones. Additionally, legal restrictions in the South Korean market pose challenges for alcohol advertising, limiting direct sales routes.

< Brief >

Encourage consumers to prioritize dining experiences and overcome common excuses for postponing dinner plans. Utilize an innovative approach to circumvent legal advertising restrictions and drive sales growth for Stella Artois in the South Korea market.

< Objective >

Utilize common excuses for delaying dinner plans and inspire consumers to prioritize dining experiences with Stella Artoi

Successful campaigns need not only deliver compelling messages and change people's perception but it also needs to change people's action. In Korea, however, this is not easy to do due to regulatory hurdles applied to beer brands.

Given the limitations, Stella found an actionable creative solution - a partnership with Catch Table, a #1 restaurant reservation app with over 3mil monthly active users. By sharing the goal of encouraging people to enjoy meals together, it was the ideal platform for our campaign. Leveraging their extensive consumer reach, we successfully reached consumers during out-of-home dining occasions, overcoming regulatory obstacles.

The core creative idea was to remind consumers of the smallest excuses they use to cancel plans and encourage them to prioritize dinner dates with loved ones. We facilitated this by providing an easy tool for making reservations, helping people commit to their plans.

< Target Audience >

We wanted to target our consumers in their 30 – 40s, living in urban city ​Our focus was on the vibrant economic hub of Seoul, where this demographic is actively engaged in economic activities.

< Approach >

We collaborated with No.1 restaurant reservation app, Catch Table.​

By teaming up with them, we were able to provide the best, one-stop solution for our consumers to make dinner plans with Stella Artois by simply scanning a QR code.

Upon entering the CatchTable page through Stella Artois, we seamlessly integrated recommendations for restaurants serving Stella Artois, facilitating an experience where consumers naturally enjoy dinner while drinking Stella Artois.

The campaign extended beyond social and digital banners to maximize awareness and conversion, particularly in restricted out-of-home media. Through Catch Table, we strategically omitted Stella branding while retaining visual cues from the campaign to enhance recognition. This approach ensured visibility in transit media, such as bus stops and taxis, as well as eye-level screens in building elevators, directing consumers to the Stella promotion page on the Catch Table app.

All campaign assets seamlessly directed consumers to the Stella promotion page on Catch Table, where they could reserve a dinner table and easily share reservation details with their companions via the #1 messenger app in Korea. This integration provided a complete funnel journey through the Catch Table partnership, leveraging its direct-to-consumer mechanics to engage effectively.

1. 19,000 CatchTable reservations in 2 months.

2. 7.3% growth in sales.

3. 80,000 first-party datasets with our brand buyers.

- Korea is a market where there is no direct route to sales for alcohol due to local restrictions.

4. Obtained the highest brand power since Stella Artois entered the South Korean market.

*Reached 1.5 vs. 1.3 (FY2022)