Stella Artois News!
STOCKHOLM, Nov. 28 /PRNewswire-AsiaNet/ --
Unravel the Trap and the Chalice is Yours
This week, Stella Artois is launching "Le Defi -- une affaire d'honneur", the second installment in their epic series of
digital brand experiences.
The campaign can be found at: http://www.stellaartois.com/ledefi
At the beginning of the experience, the user is given the opportunity to challenge a friend to a duel. If the friend
manages to disarm the trap, Belgian tradition requires that they be honoured with a Stella Artois at a venue of their
choice.
Visitors to Le Defi find themselves in a huge room, quite possibly in an ancient castle in Belgium. The room is
dominated by what appears to be a complex trap, packed with knives, cogs, needle bars and other sharp elements. The
whole intricate construction seems to serve one purpose -- to protect a precious chalice of Stella Artois. There are six
puzzles the user must solve to disarm the trap, all equally challenging to the mind.
"With Le Defi, we're giving our target audience a terrific reason to meet and share a chalice of Stella Artois. The
cleverness of the trap and its challenges has the power to transform an everyday friendly meeting into a moment to
remember," said Neil Gannon, Brand Manager of Stella Artois at InBev. "For Stella Artois it's an opportunity to get
people talking about our crafted Belgian lager. Our ambition is to give people a chance to interact with Stella Artois
in an engaging and personal way."
Le Defi was developed by Lowe Tesch, Lowe's digital advertising agency in Stockholm, Sweden. Lowe Tesch has been awarded
two consecutive Gold Lions at Cannes.
The digital campaign was created to reach consumers in several regions including the US, Canada, Brazil, Argentine,
Russia, Ukraine, Australia and New Zealand.
ENDS
Web site: http://www.stellaartois.com/ledefi