We shared a very powerful insight, which is that it’s often difficult for men to pick women up at the club. Partly because of their own physical limitations and partly because of all the good-looking guys out there – guys who, with just one smile, get all the girls’ attention.

So, we put together a fake casting on a Saturday night at 10pm, bringing together all the biggest studs in Mendoza and promising them one thing: to be part of the greatest commercial in the history of Mendoza. While the casting was taking place, we also threw a massive secret party, giving mortal men a unique opportunity: enjoy a night out without the competition. Both events were documented and we used this footage to create a video telling the story, which later went viral on social networks and YouTube.

We put out a radio, VP, and social networks campaign teaser advertising an open call for the hunkiest guys in Mendoza. We promised guys they’d be participating in the most incredible beer ad ever and organized a fake casting in the Sheraton Hotel in Mendoza where more than 370 young men showed up.

On the same night, we put on a party at the most popular club in the city, The Black Jager Club, which none of the studs in the city attended.

Once the party was over, we immediately uploaded evidence of “The Fairest Night of all” on social networks. People immediately realized what had happened and began commenting and interacting directly with the brand.

The brand saw a significant increase in many categories.

The “Young Brand” category increased by 12 points, while the “Authentic Brand” category increased by 8 points.

In terms of content generated on social networks, social media content greatly exceeded average engagement, reaching 80% of our target audience.

100% of the views were organic and the idea was even picked up by various news media, newspapers, and websites, leading to global exposure, rather than simply regional.

#lanochemasjusta was a trending topic in the region.

Thousands of young people from around the world also requested their own Fairest Night of All.

More than 370 studs attended the casting, giving the common man 370 times better odds (that night).

Through this campaign we were able to reach our entire target audience, who had enjoyed the experience and expressed it with positive comments about the brand online.

The strategy was to continue to represent Andes as a young brand while generating relevant content for our target audience, young people ages 18 to 24. We wanted to surprise them in those places that are authentic to them and start a conversation there. To do that, we gave them two attractive opportunities – a party at a club and the chance to participate in a beer ad and all the fame that comes with it.

The goal of the project was to reinforce the idea that Andes is a young and authentic brand, specifically targeting young people ages 18-24. We also wanted to reimagine the tone with which we communicated, showing leadership and setting ourselves apart from the competition in both message and the way we connect with our target audience.