The campaign's objective was to raise awareness of Stella's continuing 'On Location' programme and further cement the brand's equity in quality film in consumers' minds. If they went to a screening, that was a pleasant bonus. It appeared to work. Out of the 450,000 regionally targeted consumers, 90% recalled the campaign and 75% were Stella drinkers.

For the last seven years the premium-priced beer, Stella Artois, has pursued a film-led promotional strategy. This was originally conceived by the Starcom Motive team. It has sponsored film seasons on television and pioneered 'Stella Artois On Location' – film screenings at large public locations, such as London's Clapham Common. Each year the media team must find new and innovative ways to promote the screenings. Last year's was entirely down to the team at Starcom.

This submission is special for the way it helped to retain the mystique around the Stella brand and validate its premium positioning and pricing. It did this first by continuing to pursue its upmarket sponsorship of films while most other big beer brands focus on sport. It then informed its young 18 to 34 target audience about the season of screenings via the emergent and creative medium of SMS. The campaign was 15 times more effective than local media used in previous campaigns.