Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ABINBEV
Product/Service: NORTE BEER
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Ariel Serkin (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Nicolas Diaco (Del Campo Nazca Saatchi & Saatchi)
Art Director: Ezequiel de Luca (Del Campo Nazca Saatchi & Saatchi)
Account Director: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Account Executive: Manuela Sorzana (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)
Product Development: Martin Feigielman (Red Creek)
Director: Matias Moltrasio (Landia)
Executive Producer: Andy Fogwill (Landia)
General Producer: Nico Cabuche (Landia)
Director Of Photography: Leo Hermo
Advertiser's Supervisor: Ricardo Fernandez (Cerveceria Y Malteria Quilmes)
Advertiser's Supervisor: Pablo Firpo (Cerveceria Y Malteria Quilmes)
Advertiser's Supervisor: Matias Mediña (Cerveceria Y Malteria Quilmes)
Media placement: TV Campaign - 2 Spots - Canal 10, Canal 8 (Tucuman, Argentina) - 27 October 2011
Media placement: Outdoor - Bars, Clubs - 27 October 2011
Media placement: Internet - Fanpage - 27 October 2011
Describe the objective of the promotion.
Cerveza Norte is northern Argentina’s traditional brand of beer.
Because of the arrival of sexier imported brands onto the market, our task was to modernise Norte’s image without losing the closeness to the client that had been developed throughout the years. The challenge was to achieve these goals through promotional activity.
Describe how the promotion developed from concept to implementation.
The problem: Technological advances and social networks have exposed our lives for the entire world to see, putting our reputations at risk. Especially at bars and clubs.
The solution: Norte PHOTOBLOCKER, a beer cooler that in addition to keeping your beer ice-cold, detects camera and cell phone flashes. PHOTOBLOCKER instantly shines back a strong flash, ruining the photo and keeping people safe from cameras and social network tagging.
We installed Norte PHOTOBLOCKER in the main bars and clubs of northern Argentina.
The campaign was launched via TV, Web and Outdoor and everyone could enjoy the experience in bars and clubs.
Explain why the method of promotion was most relevant to the product or service.
The campaign helped the brand revive the element of innovation that it had lost. And at the clubs, everyone wanted an ice-cold Norte PHOTOBLOCKER cooler at their table.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We placed Norte PHOTOBLOCKERS in the main bars and clubs of northern Argentina.
More than 50,000 people participated in the experience in bars.
Norte PHOTOBLOCKER became a trending topic in the region, and Norte replaced foreign beer brands in 'top of mind' and 'intent to buy' categories.
Norte PHOTOBLOCKER was selected as 2012’s Invention of the Year in the most important men’s magazine in Argentina.
With Norte PHOTOBLOCKER, what happens in the club, stays in the club.