Mabe Case study Gascale by Maruri Grey Quito

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Industry Electronic Devices & Home Appliances, Mobile applications
Media Case study
Market Ecuador
Agency Maruri Grey Quito
Executive Creative Director Pipo Morano, Chacho Cabrera
Art Director Diana Duque, Carlos Villacis
Designer Daniel Tamayo
Digital Creative Ángel Lechas
Released March 2016


Cannes Lions Innovation 2016
Creative Data Creative Data: Creative Data Enhancement Gold Lion

Credits & Description

Agency: Maruri Grey
Brand: Mabe
Country: Ecuador
Advertising Agency: Maruri Grey, Guayaquil
Entrant Company: Maruri Grey, Guayaquil
Media Agency: Maruri Grey, Guayaquil
Pr Agency: Maruri Grey, Guayaquil
Production Company: Maruri Grey, Guayaquil
Additional Company: Maruri Grey, Guayaquil
Digital Creative: Ángel Lechas (Maruri)
Executive Creative Director: Chacho Cabrera (Maruri)
Art Direction: Diego Nicolás Román (Maruri)
Music: Jorge Mariño Martínez (Indigo Music Design)
Associate Creative: Pablo Pérez Cahueñas (Maruri)
Music: Matías Leanza Montes (Indigo Music Design)
App Developer: Miguel Bravo (Maruri)
Designer: Daniel Tamayo (Maruri)
Chief Strategic Officer: Fausto Maruri (Maruri)
Account Executive: Soledad Bruno (Indigo Music Design)
Music: Facundo Mariño Martínez (Indigo Music Design)
Executive Producer: Felipe Lizarzaburu (Maruri)
Music: Romina Trabazos (Indigo Music Design)
Vp Of Client Services: Santiago Crespo (Maruri)
Music: Marcelo Ezcurra (Indigo Music Design)
Account Executive: Sergio Garrido (Indigo Music Design)
Art Director: Diana Duque (Maruri)
Music: Gustavo Contreras (Indigo Music Design)
Chief Creative Officer: Eduardo Maruri (Maruri)
Developer: Juan Francisco Nicolaide (Maruri)
Art Director: Carlos Villacis (Maruri)
Executive Creative Director: Pipo Morano (Maruri)
Campaign Description:
We developed gaScale. A small platform with an internal weight scale that measures the gas tank’s content.The scale connects to a mobile app that allows their customers to know when their gas tanks is about to run out. When the gas tank reaches a certain weight, the scale activates and uses WIFI to send a notification to the homeowner for its replacement. The distributor will also be notified that the tank has to be replaced, setting the date and approximate time of delivery.gaScale came along with the purchases of all Mabe gas powered products.With gaScale Mabe products will never stop working.
First we use the scale to measure the weight of the gas tank.Then, the scale interpretates this weight data (in Lbs) to read gas level inside the tank.Then it coverts it to an mobile alarm.This alarm notifies our users when the tank needs to be replaced.Finally the users receive the notification and they send a message to their gas distributor for a timely replacement.
In Latin America Gas doesn't reach homes by pipes like it happens on other places in the world. In our region people use regular gas tanks and connect them to stoves, water heaters and grills. However, these tanks have not evolved in 30 years. They don't have any mechanism to measure the amount of gas that is inside. As a result, people don't have a way to know when they are going to run out of gas. So they run out of gas all the time.Mabe, the leading manufacturer of gas stoves and water heaters in Latin America, needed to find a competitive advantage in their gas powered products to increase the value for money offer.
Mabe Gascale was a given along with the purchase of every gas powered product. This action helped increase its sales by 6% compared to same period last year.Mabe, being the first company to implement GaScale , differentiated from the competition by giving its customers a solution that would solve their every day gas shortage problem. And ensured that their products never stopped working.GaScales owners have not ran out of gas since.We believe that in the next 5 years if Mabe and other gas powered product manufacturers in Latin America distribute GaScale, we could solve the home gas shortage issue in the region.