BGH Silent Air: Dads in Briefs

Del Campo Saatchi & Saatchi

Agency: Del Campo Saatchi & Saatchi
Brand: BGH Air Conditioners
Market: Argentina

Executive summary

BGH, the air conditioner company, faced competition from international brands such as LG and Samsung in the Argentinian market. It needed to ensure its brand was top of mind with consumers and increase its sales and market share. This case study describes how the brand and its agency, Del Campo Saatchi & Saatchi, developed a humorous campaign about dads stripping off in the summer heat to highlight the product’s key benefit – its ability to cool – in a household context in the run-up to the summer. A television spot was amplified with online videos distributed on social media and online display. As evidence of the success of this approach, this case cites data for BGH sales, market share and online views of its campaign.

Strategic challenge and objective