Bgh Case study MY HOME IS AN OVEN by Del Campo Saatchi & Saatchi Buenos Aires

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MY HOME IS AN OVEN

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Industry Hot & Cold Ventilation
Media Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Director Tomas Coste
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Juan Frontini, Juan Pablo Lufrano, Sebastian Tarazaga, Ariel Serkin, Daniel Minaker
Art Director Eze De Luca
Copywriter Nico Diaco
Designer Mariano Espagnol
Released February 2014

Awards

Cannes Lions, 2014
DIRECT LIONS Product & Service: Other Consumer Products (including Durable Goods) SILVER
DIRECT LIONS Direct Marketing: Digital & Social: Use of Dgital Marketing BRONZE

Credits & Description

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: BGH
Product/Service: BGH AIR CONDITIONERS
Agency: DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA

Client: BGH
Product: BGH AIR CONDITIONERS
Entrant: DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Type of Entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Entrant Company : DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Advertising Agency : DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Production Company : PALERMO FILMS Buenos Aires, ARGENTINA

Executive Creative Director: Maxi Itzkoff (Del Campo Saatchi/Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Saatchi/Saatchi)
Creative Director: Juan Pablo Lufrano (Del Campo Saatchi/Saatchi)
Creative Director: Ariel Serkin (Del Campo Saatchi/Saatchi)
Creative Director: Daniel Minaker (Del Campo Saatchi/Saatchi)
Creative Director: Sebastian Tarazaga (Del Campo Saatchi/Saatchi)
Copywriter: Nico Diaco (Del Campo Saatchi/Saatchi)
Art Director: Eze De Luca (Del Campo Saatchi/Saatchi)
Agency Producer: Camilo Rojas (Del Campo Saatchi/Saatchi)
Designer: Mariano Espagnol (Del Campo Saatchi/Saatchi)
Account Director: Jaime Vidal (Del Campo Saatchi/Saatchi)
Account Executive: Manuela Sorzana (Del Campo Saatchi/Saatchi)
Executive Producer: Pablo Terruzzi (Palermo Films)
Executive Producer: Ivan Ivanoff (Estado Lateral Media Lab)
Director: Tomas Coste (Palermo Films)
Advertiser Supervisor: Ezequiel Devoto (BGH)

Describe the brief from the client:
In summer, Argentina is one of the hottest places in the world.
To prove that BGH makes the best and fastest cooling air conditioners, they launched a unique promotion.
The campaign strategy was to speak to the people who live in the hottest homes in the country and offer a promotion especially for them, showing that BGH air conditioners resist the harshest weather conditions.

Creative Execution:
The creative execution allowed us to demonstrate that BGH air conditioners perform perfectly well even under the severest weather conditions. And at the same time, we helped the people who needed it the most.
With this innovative promotion, we positioned BGH as a benchmark for technology that provides real solutions to people and helps them live more comfortably.

Creative Solution to the Brief/Objective:
Along with the Buenos Aires Ministry of Urban Development and Google Maps technology, we developed a software program capable of measuring the number of sunlight that each home in Argentina is exposed to. By simply entering the property's info, the accumulated number of hours and minutes of sunlight is obtained. This time is transformed into a proportional discount for BGH air conditioners. The longer the hours of sunlight, the larger the discount.

Results:
With a total investment of US $40,000 in banners, out-of-home, e-mailing and the development of the website, we achieved a turnover of US $14,000,000.
49,000 units were sold. In other words, 49,000 ovens turned back into homes. And once again, BGH was positioned as a leader in its category.