Titanium

Cerveza Salta is a brand with great presence in the Northern Provinces of Argentina. Over the last 3 years, is trying to go for bigger markets: Buenos Aires, Rosario, Mendoza and Córdoba.

The 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've 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.

- In only 48 hours, the video reached 700.000 organic views all over YouTube.

- 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.

- And most important: toothless rugby players from all over the world started asking how to get their beer tooth implant.

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 Youtube 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.

The strategy consisted in calling out for these injured players through social media, then select the winners and after that showing the process and journey they had to go through to obtain this implant, and the results.

Our target was every person passionate about rugby, but specially players that had lost a tooth during a match. The target was drawn from Salta Beer existing and potential costumers.

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.

This unique treatment was fully costed by Salta Beer.

The main objective of the campaign was to make clear that Salta Beer is “Rugby players Official Beer”. The brand communication have been working over this statement, but now, we didn’t wanted to leave any doubt.

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.

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.