Bgh Promo, Case study BIG NOSES by Del Campo Saatchi & Saatchi Buenos Aires

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BIG NOSES

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Industry Electronic Devices & Home Appliances, Air Conditioners
Media Promo & PR, Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Art Director Maximiliano Maddalena, Ignacio Ferioli
Copywriter Lisandro Grandal, Diego Medvedocky
Designer Guido Fusetti, Sebastian Beretta
Account Supervisor Mariano Cafarelli
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BGH
Product/Service: AIR CONDITIONERS
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 29 2010
Entrant Company: DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires, ARGENTINA
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: Diego Medvedocky (Del Campo Nazca Saatchi & Saatchi)
Art Director: Ignacio Ferioli (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: María de la Paz Landeyro (Del Campo Nazca Saatchi & Saatchi)
Account Manager: Juan Manuel Aralda (Del Campo Nazca Saatchi & Saatchi)
Account Supervisor: Mariano Cafarelli (Del Campo Nazca Saatchi & Saatchi)
Designer: Guido Fusetti (Del Campo Nazca Saatchi & Saatchi)
Designer: Sebastian Beretta
Directors: Diego & Vlady (Peluca Films)
Executive Producer: Alejandro de Michele (Peluca Films)
Director of Photography: Daniel Ortega
Advertiser's Supervisor: Nicolas Videla (BGH)
Advertiser's Supervisor: Carina Catalano (BGH)
Advertiser's Supervisor: Sebastian Nugnez (BGH)
Media placement: TV, Print, Internet - - 29/11/2010

Insights, Strategy & the Idea
The brand BGH wanted to launch its new line of Air Conditioners with 5 air filtering stages. In other words, the Air Conditioner units that provide the purest air of all. The objective was to generate a brand experience which generated an answer of the target.

Creative Execution
For the launch of BGH’s line of Air Conditioners we decided to help those who need pure air most: BIG NOSES.
That’s why if you had a Big Nose, BGH gave you a 25% discount.
Because figuring out whose nose is big and whose isn’t is subjective, we created: The Nose-O-Meter. A device capable of measuring the length of a nose.
If your nose reached the sensor, the siren went off and you won the discount.

The Media:
The Campaign was launched on TV, Web and Print where the problem and the solutions were described and the functioning of the Nose-O-Meter was explained. Also, the communication directed the target to the retail stores where the Nose-O-Meters where installed. And there, the people could participate and make their discount effective in case they won.

Results and Effectiveness
- Thousands of noses were put to test
- 500 clients won 25% off.
- The PR amplified the media broadcast of the campaign as it transformed in the main theme of the most important media.
- And we had one of the most important sports celebrities for free. The famous NBA player Manu Ginobili tweeted about the campaign joking on the size of his nose and the discount he would win.
- The brand preference increased.