Norte Beer: The Best Excuse Ever by Del Campo Saatchi & Saatchi Buenos Aires, Primo Buenos Aires for Norte

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Industry Beers and Ciders
Media Ambient
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Fernando Militerno
Art Director Maxi Borrego
Copywriter Diego Gueler
Account Supervisor Jaime Vidal
Agency Primo Buenos Aires
Released July 2009

Awards

ADC Awards 2012
Integrated Integrated, Campaign Silver

Credits & Description

Category: Titanium and Integrated
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: ALCOHOL
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 29 2010
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Fernando Militerno (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Diego Gueler (Del Campo Nazca Saatchi & Saatchi)
Art Director: Maxi Borrego (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Camilo Rojas (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Lucas Delenikas (Del Campo Nazca Saatchi & Saatchi)
Account Manager: Patricia Abelenda (Del Campo Nazca Saatchi & Saatchi)
Account Supervisor: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Directors: Felipe & Pancho (Primo Buenos Aires)
Executive Producer: Caro Cordini (Primo Buenos Aires)
Director of Photography: Leandro Filloy
Post Producer: Mauro Carpinacci
Advertiser's Supervisor: Ricardo Fernandez (Cerveceria y Malteria Quilmes)
Advertiser's Supervisor: Eduardo Palacios (Cerveceria y Malteria Quilmes)
Advertiser's Supervisor: Lucas Adur (Cerveceria y Malteria Quilmes)
Media placement: Non Applicable - Non Applicable - Non Applicable

Describe the campaign/entry
Norte, Tucuman’s Number 1 beer, needed to increase its brand preference. And it wanted to do it through a promotion.
The Problem:
In general, every time a man wants to go to the bar for a beer with his friends, a girlfriend comes up with a different plan, like tickets to the theatre or dinner with her parents.
The Stategy:
A good deed is the only irrefutable excuse. That’s why we used it as a tool to help boyfriends go to the bar without having to hear a single complaint from their girlfriends.
The Solution:
The Best Excuse Ever. An initiative in which for every Norte beer boyfriends had at the bar, the brand allotted 1 minute of good deeds. And a Norte team was in charge of repairing schools, restoring monuments, improving parks and cleaning up lakes.

Describe how the campaign/entry was launched across each channel in the order of implementation
- TV
- Outdoor / Press
- Internet
- Ambient. The bottle tops were accumulated at the main bars of Mendoza.
- Meanwhile, throughout the city, the good deeds started.
- Viralization of the Case from the PR effect.

Give some idea of how successful this campaign/entry was with both client and consumer
- 50,043 minutes were accrued for the making of good deeds.
- Schools were repaired.
- Trees were planted.
- Monuments were restored.
- Parks were improved.
- Lakes were cleaned up.
- The brand preference was increased during the promotion.
- The city was more beautiful than ever.
- Girlfriends were proud of them.
- And most important: boyfriends went to the bar trouble free.
- The brand image indicators increased from 43,27 to 52,05 (InBev).
- The post testings showed that Norte Beer is a brand which has a commitment with society: "Norte is based in the northern culture and is now committed with society." (IPSOS)

The Ambient Advert titled Norte Beer: The Best Excuse Ever was done by Del Campo Saatchi & Saatchi Buenos Aires, Primo Buenos Aires advertising agencies for product: Norte Beer (brand: Norte) in Argentina. It was released in Jul 2009.