1. Stella Artois March 2012

2. Key Campaign information Environment/Panels Key Campaign Objective 563 48 Sheets Change perceptions of Stella Artois through messages relating to their brewing heritage

3. Advertising Awareness Spontaneous advertising awareness outperforms all competitor brands Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so? Source: Research Now Stella Research, February 2012

4. Brand Image Perceptions strengthened by increased exposure to out of home Q8 Thinking about Stella Artois, to what extent do you agree with the following statements, where 1 is strongly disagreeing and 5 is strongly agreed. Source: Research Now Stella Research, February 2012 Is a sophisticated brand Is a high quality brand Has only 4 ingredients Is for people who appreciate the best Is a brand with traditions & heritage Is served in a special Chalice glass Is a brand I would like to be seen drinking Is worth paying more for than other brands Is a brand for someone like me

5. Creative Analysis: “Before Belgium” Creative message achieved strong cut through Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For each statement, please indicate whether the word or phrase describes the ad completely, somewhat or not at all. Source: Research Now Stella Research, February 2012 Tells me that Stella Artois has a long brewing heritage Tells me that Stella Artois is from Belgium Told me something new about Stella Artois I could not fail to remember this is an ad for Stella Artois Is believable Describes the ad (any)

6. Creative Analysis: “600 years” Long brewing heritage message clearly salient Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For each statement, please indicate whether the word or phrase describes the ad completely, somewhat or not at all. Source: Research Now Stella Research, February 2012 Tells me that Stella Artois has a long brewing heritage Is believable Told me something new about Stella Artois I could not fail to remember this is an ad for Stella Artois Tells me that Stella Artois is served in a special glass Describes the ad (any)

7. Consideration The billboard campaign has led to increased consideration amongst poster recognisers Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so? Source: Research Now Stella Research, February 2012 60% would consider drinking Stella Artois +13% uplift amongst ad aware

8. Summary The campaign strengthened perceptions of Stella and even more so amongst those exposed to both creatives The clarity of the creative ensured the key messages were salient Consideration also driven by the billboard campaign

9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics