Stella Artois: The Artois probability

Beer brand Stella Artois created The Artois Probability to reach 2.9 million people, earn $2m in media and grow the "pay for what you get" metric by 3 points among 25-to-34-year-olds in Argentina.

Campaign details

Title: The Artois ProbabilityBrand: Stella ArtoisProduct: Stella Artois BeerIdea: GUTCountry: Argentina

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessArgentinaNon-specificAdults (26-55)MiddleOf a total of $103,000, we spent: $45,000 in media, including the partnership with the museum, $28,000 in developing the algorithm, app, and the rights for the paintings. $30,000 in agency fee

Why is this work relevant for Creative Effectiveness?

Stella Artois has one of the greatest brand trajectories on the planet but...

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