Norte: The Best Excuse Ever

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)