The main goal of Norte, the leading regional beer of the NorthWest provinces of Argentina, was to work with a brand image campaign. The challenge: achieving an engaging campaign. In general, when men want to go to the bar for a beer with their friends, a girlfriend pops up with a different plan, like dinner at her parents.

Starting from that insight, we discovered a good deed is the only irrefutable excuse.

We created the campaign “Norte, The Best Excuse Ever”. For every beer men drank with their friends at the bar, the brand allotted one minute of good deeds for the community.Special counters were located at bars to collect the bottle tops of Norte beers consumed: 1 bottle top = 1 minute of good deeds.A group of Norte workers was in charge of refurbishing schools, restoring public monuments, cleaning up lakes and more… • The image indicators of the Brand went up from 43.27 to 51.05 (InBev).

• Post testing reflected Norte as a brand involved with the community. (Ipsos)• 50,043 minutes were accrued for charity works. • And most important: boyfriends could go to the bar for a beer, trouble free.

• “Norte, the best excuse ever”, was launched on TV, Print and Outdoor. The goal of this first stage was explaining the mechanics of the promotion.• In all the bars of the capitals of the NorthWest provinces of Argentina (Santiago del Estero, Tucuman and Jujuy) counters were located to collect each of the Norte Beer bottle tops that men consumed at the bars. • The counters were equipped with a display that kept count of each bottle top = 1 minute of good deeds.• Led signs were located in the busiest downtown spots to display the total amount of accrued minutes.

• The action could be seen online at Norte’s website and on Facebook to follow the good deeds and the total amount of accrued minutes.

• A team of Norte workers carried out the tasks: refurbishing schools, restoring public monuments, planting trees, and more.

• Starting from Norte’s campaign the brand image indicators went from 43.7 in the year 2009 to 51.05 in 2010 (Source: InBev)• In the 18 to 24 years segment there was a spontaneous difference in favour of the campaign that showed updated style and appeal as brand strengths. • Post testing reflected Norte as a brand involved with the community: “Norte is engrained in the northern culture and now it commits to the community” (Source: Ipsos) • The personality of the brand, starting from the campaign is perceived as: “a fun man, who at the same time is a good, sharing and responsible person”. (Source: Ipsos) • There were 50,043 minutes accrued, which were used to refurbish schools, plant trees, and more…• The North West of Argentina looks nicer.• Girlfriends are proud of their boyfriends. And most important: boyfriends can go to the bar trouble free.