THE BEST EXCUSE EVER by Del Campo Saatchi & Saatchi Buenos Aires for Norte

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THE BEST EXCUSE EVER

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Industry Beers and Ciders
Media Promo & PR, Case study
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
Released October 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: ALCOHOL
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 29 2010
Entrant Company: DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires, ARGENTINA
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: TV, Outdoor, Web and Internet - - 29/10/2010

Insights, Strategy & the Idea
Norte, Tucuman’s Number 1 beer, needed to increase its sales volume. And it wanted to do it through a sales generating action for the brand’s target who are mostly men.

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.

Creative Execution
The solution was ‘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.

The Media:
The Campaign was launched on TV, Outdoor, Web and Print, where the problem and the solutions were described and the action was explained.
Also, on the streets proud women could be seen of how their men thanks to drinking a beer with their friends have allotted minutes of good deeds throughout the city.

Results and Effectiveness
-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
-We made it possible for boyfriends to go to the bar and that girlfriends were proud of them
-All the media and even the Major of Tucuman talked about the initiative.
-The brand image indicators increased from 43,27 to 52,05 (InBev)
-The post testing’s showed that Norte Beer is a brand which is committed with society: “Norte is based in the northern culture and is now committed with society.” (IPSOS)