BGH Silent Air: Dads in Briefs

This case study shows how BGH, the air conditioner company, competed with international rivals such as LG and Samsung in the Argentinian market with a humorous campaign.

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...

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