In an extremely exciting, multi-channel campaign for BGH Air Conditioning, experiential marketing was put to innovative effect, helping to lighten the mood amongst Argentinian consumers.
When brainstorming for a creative concept, agency Del Campo Nazca Saatchi & Saatchi pondered who would be most need of fresh air. Their answer? Big nosed people, of course! The concept was promoted through TV, web and print, directing big nosed people to stores across Argentina, where they could measure up in a custom made Nose-O-Meter. If their nose touched the sensor inside, an alarm would sound, and the adequately large nosed customer was rewarded with a 25% discount.
The hilarious concept benefited from much PR attention, amplifying the reach of the campaign. In addition, the promotion received free celebrity endorsement, when famously big-nosed NBA player Manu Ginobili tweeted his support of the campaign.
Over all, the campaign combined a unique subject choice with experiential marketing tactics to form an extremely eye-catching and PR worthy campaign that brought BGH to the forefront of consumer attention. Brilliant!