Situation:

As consumer preferences evolved and market dynamics intensified, Stella Artois recognized the need to refresh its brand identity, particularly to resonate with younger demographics. We understood the importance of continuing to foster meaningful connections but with a strategic integration of cutting-edge technology to enhance consumer experiences, leveraging digital platforms. By using technology to enhance human connections, Stella Artois strengthened its position as a lifestyle brand, reinforcing its appeal across younger consumer segments.

Brief:

Created an innovative brand activation honoring Stella Artois' 658-year legacy, targeted younger audiences with immersive encounters, and crafted compelling narratives that highlighted the magic of gathering around a table.

Objectives:

Showcase Stella Artois' heritage and longevity in the beer industry.

Attract younger consumers with immersive experiences blending tradition and modernity.

Foster genuine connections and engagement with consumers.

Continue the path of building a cool brand that people want to hold in their hands.

During 2023, as part of the "Let’s Do Dinner" campaign, we posed a question to our audience: "If you could have dinner with anyone, who would it be?" Something caught our attention; besides the usual popular celebrity requests, many chose iconic figures from the past. This revelation sparked an idea to celebrate Stella Artois' 658-year history of gathering people around tables. We embarked on a bold mission to resurrect the most requested historical figures, making the impossible possible. This allowed people to engage with icons from the past like Leonardo Da Vinci, Shakespeare, or Cleopatra in intimate conversations. Thanks to six months of working closely with experts, we trained the AI to sound and act like them. With the VR, fans could immerse themselves in a detailed Stella Artois virtual bar where these encounters took place, and people could ask all the questions they ever wanted.

Data Gathering: Utilized social media platforms to gather insights and preferences from the target audience, focusing on their interests and desires related to historical figures and immersive experiences.

Target Audience: Engaged both seasoned consumers and younger demographics who exhibited an interest in history, technology, and immersive encounters. This included individuals seeking unique and meaningful brand interactions.

Approach: Developed a creative activation that merged Stella Artois' rich history with modern technology, offering an immersive experience where consumers could engage with historical icons in virtual environments.

Call to Action: Encouraged consumers to participate by inviting them to share their icon figure selection through social media polls, followed by what question they would like to ask them, and invited them to the immersive experience. This activation fostered a sense of connection and curiosity while driving engagement with the brand.

Through a pioneering blend of Virtual Reality and Artificial Intelligence, attendees engaged in real-time conversations with icons like Leonardo Da Vinci, Cleopatra, and Shakespeare, selected based on social media requests. The experience was launched at Bubble Buenos Aires Exhibition Center, featuring a special booth replicating the virtual 3D modeled bar where the encounters took place. Participants wore HTC headsets to interact with 3D models of the chosen figures, enjoying Stella Artois together. Additionally, upon exiting the conversation with the chosen legend, attendees received personalized messages from the icons on their phones, with shareable social media videos extending the memorable encounters.

We managed to demonstrated exceptional prowess in maximizing brand impact and engagement. During the event, our activation efforts reached their full capacity, ensuring a seamless and immersive experience for our audience.

On the digital front, our SM engagement witnessed an outstanding surge, skyrocketing by over 75%. Notably, brand mentions across social platforms soared, marking a remarkable 56% increase throughout the campaign duration. These metrics underscore our commitment to fostering meaningful conversations and connections within our online community.

Our campaign achieved remarkable visibility, with impressions exceeding a staggering 100 million across various media channels and social platforms. This widespread reach further solidifies our brand's presence and resonance in the market landscape.

Perhaps most gratifying is the validation of our efforts through the enhancement of brand perception, scoring an impressive 9.5 points. This metric reflects the tangible impact of our strategies in shaping positive perceptions and affinity towards our brand.