Del Campo Saatchi & Saatchi made BGH air conditioners world famous with its campaigns, Dads in Briefs and Summer Hater…

….far exceeding the aims of each brief to the agency.

Now the agency has found another ingenious way to sell BGH air conditioners: Heatwave Auctions, “Taking advantage of the best advertising an air conditioner can get: The heat.”

It’s a typical online auction with a twist. Rather than end on a certain date, the auction ends when the temperature outside gets to 40C.

To do that, Del Campo developed an auction site synchronised with the national meteorological service during the summer. So when the city of Buenos Aires reached hot, sticky summer temperatures, bidders fought one on one, increasing the amount of the offers made.

And with this simple idea, BGH was able to sell absolutely all of its air conditioners at auction. And in 87% of cases, the amount offered reached the promotional price.

Creative credits:

Agency: Del Campo Saatchi & Saatchi Buenos Aires 

Executive creative directors: Maxi Itzkoff, Mariano Serkin, Juan Pablo Lufrano, Rafael Santamarina & Ariel Serkin

Creative directors: Ammiel Fazzari & Matías Eusebi

Copywriter: Nicolás Diaco

Art director: Ezequiel De Luca

Head of art: Mariano Espagnol

Senior art: Fernando Lanuza

Agency chief producer: Adrián Aspani

Agency producer: Felipe Calviño & Maximiliano Beltrán

Account director: Ana Bogni

Account executive: Manuela Sorzana

Production company: Landia

Director: Julián Fernandez

Executive producer: Adrián D’Amario

Producer: Ale Panzitta

Production APP Company: Landia Digital

Music: Circle of Sound