We carefully selected the ideal titles to create a range of devices to lead readers to the Stella Artois digital world. Our highly creative approach, such as spoof articles and the (nearly) blank pages sandwiching creative work, subtly directed the consumers to our website. Once there, a series of interlinked websites based on fake companies encouraged consumers to actively engage and seek out the brand behind the idea.

Some 300,000+ unique users spent an average of seven minutes in the digital playground, while brand consideration in our target group rose from 38% to 45% at the end of the campaign. Our audience reassessed Stella Artois as challenging and credible.