Salta Beer is rugby players favorite beer and interacted directly with it’s target audience by engaging them to participate in a never done before experience.

If you lost a tooth playing rugby, Salta Beer made the promise to give you something better: a bottle opener tooth.

We searched for rugby players with lost teeth, offered them the implant and documented the full process.

The client wanted to maximize impact in the target audience, (rugby players and fans) with a low budget campaign.

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.

So we thought: why don’t we create something that would improve rugby players life? So we did. The problema was that rugby players sometimes loose their teeth during games. The strategy was to engage them in a direct way and reward them with something better.

The results were the ones we aimed for: we proved that Salta Beer is the beer that understands and cares for rugby players. They lost a tooth in battle and we rewarded them by giving them so much more than a tooth back, we made want to smile again.

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 You Tube 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 creative execution was relevant because Salta Beer is rugby players favorite beer and we rewarded all those gladiators that loose their teeth on the field, demonstrating that we understand and care for them.

First we searched for injured rugby players with a teeth missing on social media. Then we contacted them and offered them this special reward. Once they said yes, a process began where they had to go under a surgical procedure and the tooth had to be fitted to their mouths.We documented the full process. The campaign ran according to its original plan. And the whole campaign, from start to end, was 4 months long.