According to Forbes, an estimated 30,000 flights are delayed every day, globally. While nobody looks forward to a delay, there’s one beloved travel ritual that makes it more bearable—the airport beer. As the beer brand that stands for “making moments worth more” Stella Artois was perfectly poised to own this behavior. So we developed an algorithm that feeds real-time flight delay data into our digital billboards at airports, reframing every delay as good news, because now there’s time for a Stella. These personalized messages incorporate the flight time and destination in the headline,  for ex. “The 4:30PM flight to Chicago is fortunately delayed.” encouraging travelers to head to their nearest bar and make their delay worth more.

“All of the stories we tell our audience are centered around the purpose of valuing each moment and making it count. Often, we naturally think about moments of achievement and celebration. But with this initiative, we want to show that it’s also possible to find lightness even in the face of setbacks,” - Mariana Dedivitis, Marketing Director, Stella Artois Brazil

“To bring this idea to life, we faced two major challenges. First, connecting air traffic systems with digital signage in airports. Second, creating dynamic content in real time based on flight information.The result was highly personalized creative that spoke directly to the people who needed that message most.” - Christian Pierre, Global Chief Intelligence Officer, GUT