Bgh DM UNITED NEIGHBOURS by Del Campo Saatchi & Saatchi Buenos Aires

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Industry Air Conditioners, Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Director Juan Taratuto
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Art Director Nicolas Foressi
Designer Javier Laurenco
Photographer Nicolás Hardy
Released March 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: BGH
Date of First Appearance: Mar 5 2009 12:00AM
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director / Copywriter: Diego Medvedocky (Del Campo Nazca Saatchi & Saatchi)
Creative Director / Copywriter: Jorge Ponce Betti (Del Campo Nazca Saatchi & Saatchi)
Art Director: Nicolas Foressi (Del Campo Nazca Saatchi & Saatchi)
Executive Account Director: María Eugenia Fernández (Del Campo Nazca Saatchi & Saatchi)
Agency Production: Adrián Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Production: Felipe Calviño (Del Campo Nazca Saatchi & Saatchi)
Production Company: La Doble A (La Doble A)
Director: Juan Taratuto (La Doble A)
Photographer: Nicolás Hardy (Nicolás Hardy)
Editing Company: Macarena Mancebo (Macarena Mancebo)
Music Company: Supercharango (Supercharango)
Designer: Javier Laurenco (Javier Laurenco)
Other: Juan Ignacio Perez Sanchez (Del Campo Nazca Saatchi & Saatchi)
Media placement: TV campaign - spots - Canal 13, 11, 9, 8 - 5 March 2009
Media placement: TV program - Canal 9 - 10 March 2009
Media placement: Internet - Internet - 10 March 2009
Media placement: Outdoor - street - 5 March 2009

Describe the brief/objective of the direct campaign.
BGH, one of the greatest electrical appliance companies in Argentina wanted to launch a range of new energy-efficient air conditioners. The problem: Argentinians themselves are not energy-efficient. And during summers the power supply crashes and the blackouts can go on for days.

Explain why the creative execution was relevant to the product or service.
The response to the challenge was immediate. Hundreds of buildings signed up and BGH air conditioners were considered to be the most energy efficient air conditioners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The BGH United Neighbours promotion invited people living in apartment blocks to work together to reduce the amount of energy consumed in their building. The promotion was launched on TV and outdoor, encouraging neighbours in their building to join the challenge. Neighbours in each building could upload the savings they made on a specially built website – The prize: BGH energy-efficient air conditioners for each flat in the winning building.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
There was widespread media coverage for the campaign. People in the winning building reduced their energy consumption by 19.21% the other participating buildings made average savings of 9.68% and the whole population benefitted. During the promotion there were no blackouts at all.