After understanding that in Buenos Aires, house parties can be more successful than discos, but its only enemy is “the day after” cleanup, where the last thing people want to do next morning is to sweep the floor off. Wesley Beer solved this issue by creating ““Airbeernb””, the first 100% disposable department, entirely made of cardboard tables, lamps, racks, paintings, plants and then to make it an unforgettable experience. That way people could enjoy the night to its fullest with well-frozen beer and forget about the cleanup moment. Creating this way, the first department in the world where people didn´t say “don´t stand there”, “keep your feet of the sofa” or "be careful with that vase”.

Starting a day before San Patrick’s, we covered a whole apartment with cardboard and created customized recyclable furniture also completely made with cardboard in a Buenos Aires skyscraper with an excellent location. After finding out about our initiative through our social media campaign, people could find the apartment in Airbnb, rent it for the symbolic amount of 200 pesos (less than ten bucks) and go have the night of their lives. People danced, drank beer, shared pictures and videos in social media and had fun with friends. We also invited influencers who enjoyed the parties and helped us spread the message. After each party, we could grab the cardboard, put it in the recycling bin, and start all over. The initiative lasted a month and, during this time, hundreds of “porteños” (people from Buenos Aires) could enjoy all the upsides of a flat party without any of the downsides.

With this campaign, Wesley Brewery had an organic reach on social media of 1 million people, plus an influencer earned coverage that reach more than 6 million users. In terms of reservations, all parties were booked in less than 2 days and we got to make 10 parties in just 1 month, meaning there where more than 1600 guests in our Wesley ““Airbeernb”” 100% disposable department.

By understanding that the best party is not to worry about the aftermath we were sure that these parties will have a real impact on young Argentine society by becoming the unique place to be and to speak about. No brand has created its own apartment dedicated to its product and to a full enjoyment of the consumer, that’s why Wesley Brewery idea was unique. We used our apartment as the main channel to communicate our message, together with social media and a strong focus on PR.

We knew that beer and night are two allies that when joined with youngsters they become an inseparable trio. In Argentina, the place where these three things historically enhanced each other is the pre-party. This is where they meet before the club to socialize, make new friends and have a good time. We also knew that 70% of them consume alcohol in this pre-parties to loosen up and enjoy without worrying. But the main barrier of all this is that after a long night of fun, the last thing they want to do next morning is the post-party cleanup moment. And by noticing that most beer brands mainly focus just sharing a message and not solving problems through engaging experience. Wesley Beer decided to get the most out of the issue and offer them 100% disposable department where they could experience a good time without worrying about tomorrow.

Wesley Brewery is a family micro-enterprise located on the slopes of the Cerro Campanario, in the Patagonian city of Bariloche. They have strong principals that come from the teachings of old Teddy Wesley. One of them is the importance of environmental care. They have worked hard on strategies of responsible consumption of energy and reuse of sub-products that are 100% dedicated to the feeding of farm animals. And like any small company with an entrepreneurial spirit, they wanted to keep growing. To accomplish that, they had to get where most people were, and what better idea to establish in Buenos Aires? But the problem was right there, the boom of craft beer was in the sights of other small and big beer brands with significant budgets. Therefore, the campaign needed a strong strategic concept, that aligned with the values of the company, would gain the attention of beer consumers.