Brand Experience and Activation > Product & Service
BIG NOSES
DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires / BGH / 2011
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
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 promotion which generated an answer of the target.
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 celebrity 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.
Implementation
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.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.
Implementation:The Campaign was launched on TV, Web and Print. The communication directed the target to the retail stores where the Nose-O-Meters were installed. And there, the people could participate and make their discount effective.
Relevancy
BGH Big Noses turned a boring Air Conditioners campaign into an entertaining promotion that combined brand experience, point of sale and discounts.And of course its disruptive character put the campaign on everyone’s mouth.
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