Stella Artois Beer: "JACQUES D'AZUR IS DEAD" Direct marketing by Mother

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BEER
Agency: MOTHER
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL: http://www.unit9.com/kingofcannes
Creative Director: Robert Saville (Mother)
Creative Director: Mark Waites (Mother)
Creative Director: Gustavo Sousa (Mother)
Art Director: John Cherry (Mother)
Art Director: Rodrigo Saavedra (Mother)
Copywriter: John Cherry (Mother)
Copywriter: Rodrigo Saavedra (Mother)
Agency Producer: Tania Kane (Mother)
Media placement: Social Media - Online - 1st March 2010
Media placement: Digital – 3x 60sec Webfilms - Online - 15th March 2010
Media placement: Press - 3 Print Ads - US Magazines And Newspapers - 15th March
Media placement: Outdoor - 2 Posters - US - Times Sqare, Washington Dc Etc - 15th March
Media placement: TV – 1x 30sec - US - AMC, Bravo, Sundance Etc - 15th March
Media placement: Website (Stellaartois.com) - Online - 15th March

Describe the brief/objective of the direct campaign.
The brief was to highlight Stella Artois sponsorship of the Cannes film festival by getting people to apply to win a “money can’t buy” experience at the film festival - 1st class flights, helicopter transfers, a suite at the Carlton, premiers and after parties and your own yacht.

Explain why the creative execution was relevant to the product or service.
To express the uniqueness of the prize from a simple ‘win tickets to…’ we decided to give away someone else’s tickets, a person of great notoriety and respect. We created a character, Jacques d’Azur, a highflying legend of the Cannes film festival for over 60 years. And then we killed him. So what was a ‘win tickets’ competition, became an ‘inherit Jacques d’Azur’s weekend at the Cannes Film Festival.’

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To express the uniqueness of the prize from a simple ‘win tickets to…’ we decided to give away someone else’s tickets, a person of great notoriety and respect. We created a character, Jacques d’Azur, a highflying legend of the Cannes film festival for over 60 years. And then we killed him. So what was a ‘win tickets’ competition, became an ‘inherit Jacques d’Azur’s weekend at the Cannes Film Festival.’

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
At the time of entry, the competition is still under way, no winner has been picked yet. But in the month that the competition has been live over 1.3m people watched the webfilms on video content sites (ie:Jockeroo) and various blogs. Jacques’ will reading has currently been watched 90,000 times and the average time spent on the site is of 5 minutes 41seconds, which means viewers are going through the whole experience, including registration.