BGH Silent Air: Dads in Briefs
Del Campo Saatchi & Saatchi
Agency: Del Campo Saatchi & SaatchiBrand: BGH Air ConditionersMarket: 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...