How to Sell ACs? Start a Bidding War During Heatwaves

Del Campo's Latest Zany Idea for BGH Set Up Online Auction Ruled by the Temperature

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Del Campo Saatchi & Saatchi Argentina continues to raise the bar on air conditioner advertising with this unusual stunt for BGH ACs: an online auction controlled by the temperature. The agency set up subastastermica.com which works just like a typical online auction but with one hitch: once the temperature hits 40 degrees celsius (104 fahrenheit), the auction would close.

So when Argentineans were suffering in the sweltering heat, they'd be more likely to bid madly on BGH ACs that were up for auction. The agency synched the site with data from Argentina's meteorological service to make sure bidding would shut down once the max temperature hit.

Del Campo's previous unusual AC ideas for BGH included discounts determined by how hot consumers' apartments were and a hilarious campaign starring dads in briefs.

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About

Credits
Date
May 27, 2015
Agency:
Del Campo Saatchi & Saatchi Buenos Aires
Client:
BGH Air Conditioners
Executive Creative Director:
Maxi Itzkoff
Executive Creative Director:
Mariano Serkin
Executive Creative Director:
Juan Pablo Lufrano
Executive Creative Director:
Rafael Santamarina
Executive Creative Director:
Ariel Serkin
Creative Director:
Ammiel Fazzari
Creative Director:
Matias Eusebi
Copywriter:
Nicolas Diaco
Art Director:
Ezequiel De Luca
Head of Art:
Mariano Espagnol
Senior Art Producer:
Fernando Lanuza
Head Of Production:
Adrian Aspani
Agency Producer:
Felipe Calvino
Agency Producer:
Maximiliano Beltran
Director:
Julian Fernandez
Production Company:
Landia
Producer:
Ale Panzitta
Production APP Company:
Landia Digital
Music:
Circle of Sound
Client:
Ezequiel Devoto
Client:
Daniel Rosenfeld
Client Approval:
Mariana Driau
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