Stella Artois has always been linked to the restaurant sector because it is a setting to meet and savor life together -fundamental values ??for our brand- when we face a pandemic like COVID it leaves us at risk, so we think that the the best way as a brand was to change this reality and give hope to an entire niche.

We wanted to bet on the sector and ensure that the restaurants could continue to operate.

Bogotá needs restaurants and spaces for interaction and what better place to live The life Artois.

A place build around "Stellas passion pillars". Art, style and passion for food and beer. This restaurant is a great vote of confidence in the gastronomic industry and local suppliers that, thanks to COVID, have suffered great impacts and consequences.

We studied key elements of Belgian architecture and cuisine in order to merge them with local talent and create a unique restaurant. We designed its entire identity for global implementation and launched it with a series of YouTube documentaries showcasing the Frites Artois strategy, history of the place and the people who made it possible. In addition to that, we designed a content and PR strategy that included influencers to increase the campaign reach on social media, complemented with a digital communication campaign based on the food, architecture and moments to share at Frites Artois.

Our target were 30+ year old professionals living in big cities who strive to strike a balance between their careers and their desire to spend quality time with their loved ones. In order to reach them, we discovered that they were constantly looking to go to places to disconnect themselves while sharing a good meal, having a good time with their friends and disconnecting for a while from the worries of everyday life. So instead of trying to reach them in other places, we chose to create our own physical restaurant, a space in the middle of one of the most visited areas in Bogota that would transport them to another scenario where they could enjoy something totally different from their usual environment.

Implementation: We studied key elements of Belgian architecture and cuisine in order to merge them with local talent and create a unique restaurant. We designed its entire identity for global implementation and launched it with a series of YouTube documentaries showcasing the Frites Artois strategy, history of the place and the people who made it possible. In addition to that, we designed a content and PR strategy that included influencers to increase the campaign reach on social media, complemented with a digital communication campaign based on the food, architecture and moments to share at Frites Artois.

Placement: Bogotá

Scale: 1 for now

Timeline:

Concept & Idea: March 2020

Construction: Started on October 2020

Launch: March 2021

RESTAURANT

* Sales per month: 77 000 USD on average

* 4.6 tons of food purchased from local suppliers

* Fully booked restaurant until June 2021

* 400% volume increase in people visiting the area which benefited 173 restaurants

MEDIA OUTPUTS

* 40 million impressions between social networks, free press and influencers

* 100% video retention: 3,67 versus 2,77 benchmark

*90% of positive sentiment