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. Our solution was not to develop a traditional campaign, but to invent an entirely new product. We invented BGH Quick Chef Music, the first microwave in the world that plays music when your food is ready.

We created a new product, BGH QUICK CHEF MUSIC, the first microwave in the world that plays music when your food is ready. It’s equipped with a USB port so you can download any song you want to listen to on your microwave.

The product innovation was the medium through which we elicited interest from our target audience at points of sale.

We created an entirely new product, BGH QUICK CHEF MUSIC.We launched a limited edition range of 1,000 microwaves, which sold out in just 1 week.BGH QUICK CHEF MUSIC will be produced commercially in 2012.And, most importantly, we’ve eliminated the BEEP BEEEP BEEEEP forever.