Cannes Lions

BEER TOOTH IMPLANT

OGILVY & MATHER ARGENTINA, Buenos Aires / CCU / 2015

Case Film
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Case Film

Overview

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Credits

Overview

Description

Our challenge and main objective of the campaign was make clear that Salta Beer is “Rugby players Official Beer”, all over the country.

This observation from reality, shaped the idea: Some players are so passionate about rugby, that they give everything they have got for their team. Including their teeth.

Salta Beer wanted to reward them, and give them back the tooth they had lost.

But we weren't just thinking of giving them a simple tooth implant. In collaboration with industrial designers, dental technicians and dentists, we developed a unique dental piece, specially crafted to open beer.

An implant that not only works on the rugby field, but it’s also a tool for third halves, a big part of rugby culture.

First of all, we made a search in the social media, looking for every player that had lost a tooth during a match.

And we started giving them the implant.

Execution

This observation from reality, shaped the idea: Some players are so passionate about rugby, that they give everything they've got for their team. Including their teeth.

As rugby player’s favorite Beer, Salta wanted to reward them, and give them back the tooth they had lost.

In collaboration with industrial designers, dental technicians and dentists, we developed a unique dental piece, specially crafted to open beer.

An implant that not only works on the rugby field, but it’s also a tool for third halves, a big part of rugby culture.

First of all, we made a search in the social media, looking for every player that had lost a tooth during a match. We made a Facebook campaign in Cerveza Salta fanpage.

From 440 initial applications, we selected 15. And we started giving them the implant.

The campaign ran according to the original plan. This unique treatment was fully costed by Salta Beer.

Outcome

Never had a brand been so close to its target audience. In fact, Salta Beer got literally ¨into¨ its target audience.

- In only 48 hours, the video reached 700.000 You Tube organic views.

- Amazingly, it got shared 200.000 times on Facebook

- It raised an astonishing 1.600.000 Twitter impressions

- Facebook Fan Page increased its number of likes 27%

- Website hits went up 33%

- During the campaign, beer sales went up 9% (51.000 units more than the same month of 2014)

- Brand Awareness improved considerably.

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