Argentinian beer brand, Cerveza Norte, won a gold Clio Award for their integrated ad campaign - The Best Excuse In The World. Playing off the age old dilemma of men needing a good excuse to leave their significant others to go out drinking with friends, Cerveza Norte created a program that for each Norte a man ordered at a bar, the brand would allot one minute towards a good deed. A traveling Norte team was in charge of fulfilling the good deeds that ranged from: repairing schools, improving parks, restoring monuments, planting trees and cleaning lakes.
The project received 50,043 minutes and not only did Norte sell the same amount in beer; the campaign spread by word of mouth and was an instant hit. Buzz spread through newspaper articles, tv, radio and blogs. The mayor of Tucuman even gave Norte the key to the city and they drank a toast together to celebrate the public programs helped by the brand.
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Such a great way to increase sales, and the brand's integrity in the public eye. Congrats to Norte and Del Campo Nazca Saatchi & Saatchi for the project!
