Direct > Best Integrated Campaign

NORTE PHOTOBLOCKER

DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires / ABINBEV / 2012

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Overview

Credits

OVERVIEW

BriefWithProjectedOutcomes

The problem:Technological advances and social networks have exposed our lives for the world to see, putting our reputations at risk. Especially at clubs.The solution:Norte Photoblocker, a beer cooler that in addition to keeping your beer ice-cold, is able to detect camera and cell phone flashes. Photoblocker instantly shines back a powerful flash, destroying the photo and keeping you safe from cameras and subsequent social-network tagging.We placed Photoblockers in the main clubs of northern Argentina.The campaign was launched via TV, the Web, and outdoors, so that everyone could enjoy the experience in clubs.

ClientBriefOrObjective

Norte is northern Argentina’s traditional brand of beer. Due to the arrival of sexier international brands onto the market, the challenge was to modernise Norte’s image without losing the closeness to the consumer that had been developed over the years. The goal was to create a campaign as a direct response to this challenge that kept the club as a central scene and where consumers could live the experience of the brand.

Effectiveness

We distributed Norte Photoblockers in the main bars and clubs of northern Argentina.More than 50,000 people participated in the experience in clubs.Norte Photoblocker became a trending topic in the region.And Norte won the 'top of mind' and 'intent to buy' categories over foreign beer brands.Norte Photoblocker was selected as 2012’s Invention of the Year in the most important men’s magazine in Argentina.With Norte Photoblocker, what happens in the club, stays in the club.

Relevancy

The campaign helped the brand revive the element of innovation that it had lost. And at the clubs, everyone wanted an ice-cold Norte Photoblocker cooler at their table.

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