Every summer, there’s a serious energy crisis in Argentinaas temperatures rise, the demand for electricity keeps rising too until the power supply crashes.And for millions of argentinians, the blackouts can go on for days.BGH, one of the greatest electrical appliance companies in Argentina wanted to launch a range of new energy-efficient air conditioners in a new way, helping argentine people to have a better summer.

The promotion was launched on tv, encouraging neighbours in their building to join the challenge.A series of short spots featured fun, energy-saving ideas.Placements during tv programs and outdoor helped to drive traffic to the website www.consorciosumidos.com where neighbours in each building could upload the savings they made.

• We reached 85% of the target• The response to the challenge was immediate.• Hundreds of buildings signed up.• 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%The whole population benefitted, during the promotion there were no blackouts at all.