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Stella Artois promotes ‘Joie de Bière’ in largest global campaign to date

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Today Stella Artois is introducing the joy of beer, or ‘Joie de Bière,’ for all those that enjoy savoring a Stella and the many pleasures of life.

The new campaign from the AB InBev core brand urges consumers not to let life and all its modern distractions get in the way of taking in the moments that matter. In a release, the Belgian beer maker said it believes that the joy of savoring a great beer with friends – poured in an iconic Stella chalice – is a step taken toward a life well lived. The campaign is launching in 19 markets around the world, making it the brand’s largest marketing effort ever.

At the center of the campaign by Mother is a fictitious home for the brand known as Le Village – a modern village with old world European charm where nothing gets in the way of enjoying life, or a finely poured Stella. Le Village is the idyllic manifestation of Stella Artois’ hometown of Leuven, Belgium, where the brand has had a rich 600-year heritage of living the ‘Joie de Bière’ lifestyle.

“The name ‘Joie de Bière’ is of course a play on the well-known European sentiment of ‘joie de vivre.’ Our goal for the campaign is to remind people not to let life get in the way of enjoying what really matters – and for us, that means taking time to sit back and savor a Stella Artois,” said Harry Lewis, vice president of Stella Artois.

“Le Village is a place where people can take a mental escape to imagine what life would be like if you set aside modern distractions, and we’re excited to bring this concept to life as we set out on our mission to bring more joie to the world.”

The brand is debuting a new television spot that reflects the brand’s largest TV buy to date. Titled ‘Les Pockets,’ the 30-second ad illustrates how much more enjoyable life can be when you take a moment to remove life’s modern-day distractions and savor a Stella Artois.

Set in Le Village, we see a man running frantically down the cobblestone street, trying to talk on two separate cell phones. The spot cuts back and forth from a pub where people are enjoying a dance and chalices of the signature beer, to the man, and also to someone sewing pockets onto garments. As the man enters the pub and orders a Stella, still on his phones, he wonders what to do with his phones. It’s then revealed that everyone in the place has those pockets on their clothes to store their devices.

Following the launch of the new TV ad, Stella Artois will continue to spread joy through marketing to consumers around the country with unique events and social activations inspired by Le Village, including at top food festivals, where the brand will invite guests to enjoy Stella Artois at Le Village inspired pop-up bars. Also, the brand will promote ‘Don’t Rush Hour’ with an extra hour of happy hour at select bars, plus a chance to win a VIP trip to experience Le Village at the San Diego Wine & Food Festival by using Snapchat codes.

‘Joie de Bière’ will also come to life across the brand’s digital channels and through interactive advertising that encourages people to stop and savor the moment even when they’re on the go, including online pop-up ads, billboards and on social channels.

Mother: Stella Artois 'Joie de Bière'

Agency: Mother
Client: Stella Artois
Date: April 2018

Stella Artois is introducing a joy of beer, or ‘Joie de Bière,’ for all those that enjoy savoring a Stella and the many pleasures of life.
The new campaign from the AB InBev core brand urges consumers not to let life and all its modern distractions get in the way of taking in the moments that matter. In a release, the Belgian beer maker said it believes that the joy of savoring a great beer with friends – poured in iconic Stella chalice – is a step taken toward a life well lived. The campaign is launching in 19 markets around the world, making it the brand’s largest marketing effort ever.
At the center of the campaign, by Mother, Stella Artois has also created a new fictitious home for the brand known as Le Village – a modern village with old world European charm where nothing gets in the way of enjoying life, or a finely poured Stella. Le Village is the idyllic manifestation of Stella Artois’ hometown of Leuven, Belgium, where the brand has had a rich 600-year heritage of living the ‘Joie de Bière’ lifestyle.
The brand is debuting a new television spot that reflects the brand’s largest TV buy to date. Titled ‘Les Pockets,’ the 30-second ad illustrates how much more enjoyable life can be when you take a moment to remove life’s modern-day distractions and savor a Stella Artois. Set in Le Village, we see a man running frantically down the cobblestone street, trying to talk on two separate cell phones. The spot cuts back and forth from a pub where people are enjoying a dance and chalices of the signature beer, to the man, and also to someone sewing pockets onto garments. As the man enters the pub and orders a Stella, still on his phones, he wonders what to do with his phones. It’s then revealed that everyone in the place has those pockets on their clothes to store their devices.

Credits:
Agency: Mother
Client: Stella Artois

Tags: World

Video of Pockets | Stella Artois | :60

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10 questions with… Anna Watkins, UK managing director of Verizon Media

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In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?
Relatable.

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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Mobile carriers end data sharing with location aggregators; should marketers worry?

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The collection and use of real-time mobile-location data has emerged as a critical piece of the larger data-privacy debate. A recent run of negative stories have conveyed the impression that location data usage by marketers is tantamount to spying on consumers.

We’re also starting to see lawsuits, like one recently filed by the Los Angeles City Attorney against the Weather Company, for allegedly misleading consumers about how their location data would be used. More suits will likely follow.

Carriers cut off data sharing. The negative coverage and exposure of some high-profile abuses have motivated major U.S. mobile carriers to cut off location data sharing with third party “location aggregators.” The latest to do so is AT&T, following a story by Motherboard that indicated carrier data was getting into the hands of unauthorized third parties — bounty hunters, in this case — and being used for legally dubious purposes.

As a practical matter, these moves are unlikely to significantly impact use of location data by advertisers on major platforms or in the programmatic ecosystem. AT&T owns AppNexus; Verizon owns Verizon Media Group (the rebranded Oath). Location data will probably still be available to advertisers on these platforms — they’re not “third parties.” (We’ve asked Verizon for clarification on this point and will update the story if they respond.)

Calls for more regulation or legislation. Location data are so valuable and widely available that abuses are inevitable. Some of these increasingly frequent reports are adding momentum to calls for federal data privacy legislation. The carriers’ decision to cut off location aggregators is at least partly an effort to preempt investigations and potentially forestall regulation.

Some location data companies embrace the proposition of clear regulatory or legislative guidelines, however.

For example, PlaceIQ CEO Duncan McCall recently told me in email: “I think that the California Consumer Privacy Act and hopefully a similar federal law (as a state-by-state patchwork of different laws would be good for no one) will not only give consumers protection and confidence, but will finally give the digital data and location data ecosystem a well-thought out set of rules and guidelines to adhere to. This will bring stability and predictability to the industry, and help weed out some of the “wild west” players that have had no interest in investing for the long term good of the ecosystem.”

Most location-data companies also say they adhere to ethical data-collection practices and are scrupulous about being “good actors” in the ecosystem. Some are vocal about the responsible and/or socially beneficial use of location technology. And some organizations (e.g., NAI) are seeking to enforce transparent and ethical data collection standards. Foursquare told me in email that their apps and partners seek opt-in consent for use of location data.

Why you should care. Location data is available from a wide range of sources in the market, including app developers and the programmatic bid stream. The loss of carrier location is not a significant blow to the ecosystem.

However it is reflective of a trend toward the tightening of access to location information more generally. While it remains to be seen whether federal privacy legislation passes in 2019 (multiple bills have been proposed), California’s Consumer Privacy Act will go into effect January 1, 2020. Other states may enact similar or more strict laws, which would lend further impetus to comprehensive federal legislation.

The post Mobile carriers end data sharing with location aggregators; should marketers worry? appeared first on Marketing Land.

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Catalina adds first attribution tracking service

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Best known as a provider of retail marketing intelligence based around loyalty cards and in-store printed coupons, Catalina this week released its first attribution service.

Called Catalina Multi-touch AttributR, it traces a path from digital advertising — in various channels on various devices — to a purchase made in a store with a loyalty card. The company is able to track purchases down to the UPC bar code level.

At the level of the Diet Coke flavor. Coca-Cola, for instance, can now track how a web site ad shown on a computer affects the purchase of a Diet Coke, as well as whether the flavor chosen is Twisted Mango versus Ginger Lime. Additionally, the attribution service can report if it’s the first time this consumer bought Twisted Mango.

Previously, Catalina measured how its printed in-store coupons affected buyer behavior, but it didn’t track the impact of ads. The new attribution solution is the company’s first effort to link digital ads to buyer behavior, and it plans to add addressable TV ads to the system.

Catalina tags the digital ad with its own attribution pixel, which is called when the ad is shown and provides data on the specific campaign deployments.

But the connection between the ads shown, the various devices used by a single individual, and the in-store purchases are actually made by consumer data firm Experian on Catalina’s behalf, through such persistent identifiers as phone numbers or email addresses.

“Not in the business of knowing who you are.” In the new attribution service, the retailer sends the loyalty card ID to Experian, which matches it with the digital cross-device profile of a given individual and with the ads shown to the user on those devices. Experiam then returns a report to Catalina that uses an anonymized ID.

Catalina CMO Marta Cyhan told me the company deals only with anonymized IDs because “we’re not in the business of knowing who you are,” although Experian does have PII.

The data is updated daily to a self-service dashboard for brands (see below) and, since Experian tracks profiles, the attribution can also include the effect of ads on repeat purchases, new buyers of a product category and other consumer behaviors.

Difference from NCS. Catalina, which filed for bankruptcy protection last month, is also known as a partner in Nielsen Catalina Solutions (NCS), which employs data from the in-store coupons and loyalty cards. But, Cyhan said, Catalina’s new attribution measures individuals across multiple channels deterministically, since the actual people are known through the Experian matching, while NCS is focused on measuring single channels through probabilistic modeled data.

Additionally, she said, Catalina’s new solution is updated daily, includes buyer behavior changes and provides granularity down to the UPC level, while NCS provides post-campaign reports on overall sales lifts.

Why you should care. Catalina’s shopper data is used widely by marketers, and this first attribution service will help brands determine the impact of their paid media spend.

Additionally, Catalina is providing a very fine level of granularity, down to the individual product bar code, with a very high level of certainty. This approach could provide the kind of accurate, return-on-spending results that major consumer brands have clamored for.

The post Catalina adds first attribution tracking service appeared first on Marketing Land.

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