Bgh Design & Branding MUSICAL MICROWAVES by Del Campo Saatchi & Saatchi Buenos Aires

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Maximiliano Maddalena, Lisandro Grandal, Ignacio Ferioli, Diego Medvedocky
Art Director Breno Costa
Copywriter Guilherme Souza
Released November 2011

Credits & Description

Category: Offline Digital Design
Advertiser: BGH
Product/Service: MICROWAVES
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Diego Medvedocky (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Ignacio Ferioli (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Guilherme Souza (Del Campo Nazca Saatchi & Saatchi)
Art Director: Breno Costa (Del Campo Nazca Saatchi & Saatchi)
Account Director: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Account Executive: Manuela Sorzana (Del Campo Nazca Saatchi & Saatchi)
Agency Sisomo Producer: Camilo Rojas (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Lucila D'Amico (Del Campo Nazca Saatchi & Saatchi)
Product Devolpment: Marcelo Da Torre (Creavis)
Advertiser's Supervisor: Ezequiel Devoto (BGH)
Advertiser's Supervisor: Viviana Insaurralde (BGH)
Media placement: BGH Quick Chef Music Microwaves - Stores - 15 November 2011 / 2011, 2012

Describe the brief from the client
BGH is a local brand of appliances. And in the Argentine market, it competes with the huge innovations and exciting design of global brands. Taking all of this into account, BGH had to produce its annual microwave campaign. The problem was that BGH microwaves had nothing new to communicate. The product did not have any distinguishing characteristics.

Describe the challenges and key objectives
The challenge was to create an idea with the ability to peak the interest and elicit a response from our target audience. And to do this, we had to redesign the product from scratch.

Describe how you arrived at the final design
We created the first microwave in the world that plays music when your food is ready. We made this possible by designing BGH Quick Chef Music, equipped with a USB port, so you could download the song you want to listen to on your microwave.

Give some indication of how successful the outcome was in the market
We created an entirely new product, BGH Quick Chef Music. We launched a limited edition of 1,000 microwaves, which sold out in just one week. BGH Quick Chef Music will be produced commercially in 2012. And, most importantly, we’ve eliminated the ‘beep beeep beeeep’ forever.