Stella Artois: Social Media Consumer Campaign
AB InBev were looking to launch an off-trade competition to help promote their Joie de Cidre campaign to run solely on social media. The focus of the campaign was ‘Le President’, a character who is the face of Stella Artois Cidre and who lives in luxury on the French Riviera. We were asked to create an experience that would burst open the doors of Le President’s exclusive Riviera villa to lucky members of the public.
In order to ensure that each winner enjoyed a truly once-in-a-lifetime experience, we tied in our in-depth research with their brand values and the objective of the campaign – to design an experience giving prize winners exclusive access into Le President’s life; an authentic behind-the-scenes window into his privileged world via a one-of-a-kind entry mechanic on Airbnb.
We ensured that the villa would be available to book on Airbnb for a limited time only. We went above and beyond client expectations, paying close attention to the smallest of details. From the books, art, jazz records and even clothes in the wardrobes, everything was made to look recently used, creating a truly authentic feel and give the impression that this was Le President’s home. We added hundreds of personal items throughout the villa, even hiring actors as staff. We chartered luxury yachts, organised boules games with the locals, flew in chefs for private gourmet meals, and more. We interviewed extensively for authentic villa staff to be the face of the brand during the campaign, meeting multiple PAs, chefs, butlers, photographers, skippers and chauffeurs to find staff that were at the top of their profession but also had local knowledge and the all-important acting skills to play the part.
We dedicated a week to press, resulting in the campaign generating over 8,000 Airbnb booking attempts, followed by 5,000 views of the film shot by Esquire. However, a prize experience is only as successful as the customer journey and by providing seamless organisation every step of the way we like to think we’re pretty good at turning sceptical customers into brand fans…
“This was such a great trip as I got to see my Dad on my Birthday for the first time since I was 15. No one will ever say a bad word about Stella Artois to me, you managed to do something I have not been able to do for years. So thank you and Stella for that. You really have made our year and it’s a trip we will never forget.”
Joie de Cidre