BGH - Air conditioners trilogy campaigns

It seems that I have something with the date of 26th but it's a pure coincidence. However, I do have something with BGH. No, it's not a passion for its products but instead I have a passion for its campaigns. I admire their courage to be different and to accept this kind of creative works from Del Campo NAZCA Saatchi & Saatchi. Or maybe ... I just love this agency's work!!

In my previous post I was focussed on their campaign "Dads in briefs" which introduced me to BGH brand. Back then I made a quick research and I discovered an older campaign "Big Noses". Despite the fact that I found it very catchy I still decided to talk about the other one. Now, after seeing the latest campaign I can see a connection between all three of them.

BGH - Big Noses

This campaign promotes the new BGH air conditioner with five stages of filtered air. The "Big Noses" campaign presents a problem: filthy air; a targeted audience: people with big noses "people who need clean air the most"; and gives a solution: air conditioners with five stages of filtered aired. More exactly, it's an interactive campaign that asks customers to measure their noses with "nose-o-meter" and if it is big enough, they would receive a 25% discount for their purchase. So that was a pretty good deal just for having a big nose! To quote the commercial: "there are loser noses and there are noses with a discount". I think it's a clever campaign that clearly sends out its message "the purest air on the market" and "for those who need it most". I just love the idea and the way it was implemented. More details about the campaign below.

BGH - Dads in briefs

As I already went through this campaign once, I will be very short. The campaign presents the problem: dads in briefs - which are not a delight for anybody's eyes; targeted audience: the family of the father; the solution: BGH's air conditioners. More details in my post BGH's campaign - Dads in briefs or you can watch the ads below.

BGH - Summer hater

The latest campaign reminds Argentinian customers that summer came again (there in Argentina) with its hot temperatures and of course a new problem: the "summer hater" character. This commercial is a creation of  Del Campo NAZCA Saatchi & Saatchi just like the previous two campaigns, but unlike those ones, the summer hater ad looks a bit too aggressive to me. I have to admit, I really appreciate their courage to come public with this ad, and the creative idea behind but still it's too dramatic. Sometimes, in order to catch customers' attention you have to go to the extremes, and this is the direction where BGH brand is heading to with the new ad's black humor.

With the climate changes and rising temperatures, more and more people start to dislike summer and this is the exact idea that Del Campo NAZCA Saatchi & Saatchi wants to depict in the ad. They created the summer hater character to represent any person who is not very fond of summer. Of course, the character is exaggerated, making it look more like a psychopath: very dangerous, hating "stinky people",  "exhibitionists" or "pathetic tans" and with maniacal ideas on how to exterminate them all. BGS is again coming with a solution to avoid the disaster that this character could cause: the new energy efficient air conditioner from BGH. To further understand, I made a quick research.

According to fastcocreate.com creative directors Maxi Itzkoff and Mariano Serkin say that "in Argentina electricity is very expensive, which is why during the summer, people only turn their AC on for short periods of time when they really can’t take the heat anymore, then turn it off when the house has cooled down. They don’t leave it on all day long". But no worries, BGH is now able to promis that their air conditioners can keep the psychopat inside because he can afford the electricity bills with the new BGH energy efficient air conditioner!! But don't forget, the psychopath could represent each one of us! However, as long as I am happy with my electricity bill and the temperature in my house, I don't mind. Enjoy the Sumer hater ad below.

Product: BGH Silent Air

Agency: Del Campo Saatchi & Saatchi

Creative Directors: Maxi Itzkoff / Mariano Serkin 

Production House: MJZ

Director: Juan Cabral

BGH's campaign - Dads in briefs

At the beginning of the summer 2012 I came across a very interesting commercial for BGH's air conditioners from Del Campo NAZCA Saatchi & Saatchi. I know that now it's a bit off season to talk about air conditioners as it's already autumn but I find BGH's campaigns to be very interesting. Therefore I would like to talk about their latest campaign "Dads in briefs" which consists of 3 commercials: 1. "Dads in Briefs" 2. "Friends" 3. "No Signal". 

Campaign idea
As the title of the campaign is clearly saying, you will see fathers in their underwear. The stories presented there show the common behavior during the summertime when men walk around the house in their briefs - no matter who is around. This behavior is put under a negative light pointing out the embarrassment of the family and the disgust of the others at the view of those scenes. The conclusion of the campaign is that you can get the men dressed and get rid of the unpleasant situations with the acquisition of an air conditioner. Now let's see what it is hiding under the funny scenes and of course under the brand BGH brand. 

Being AdConscious
The main objective of any ad is to generate sales on the short or long term. What a commercial does is to create in consumers' minds an idea or image of a brand or product and eventually to persuade them into buying the product. If the brand or product resonates with you (your needs, perceptions and aspirations) then you will be very likely to make a purchase. 

   Campaign

The Del Campo NAZCA Saatchi & Saatchi commercials for BGH air conditioners present some daily life situations where you feel uncomfortable - so the ads are meant to reach the customers through negative emotions. The chances that you already experienced some situations from the three ads are quite high and I can imagine that many of you felt a bit awkward. Sure, the commercials are a bit exaggerated but I would say that this has an important part in the campaign. More exactly this makes the humor of the commercials and gives a reason to laugh - in this way the initial negative emotions are not that powerful anymore. However the structure for each of the ads is as follows:

daily life Problem + Negative emotions + Exaggeration + Solution => BGH campaign

   Target

As the men are in the center of attention representing the problem I would suppose that they are not the main target. Keeping in mind that air conditioners are used in households and even the commercial is presenting family life situations, the ads address to families. As the men are already excluded from the target and children don't have an important financial power (just an important opinion) in a family, the only member left is mom. That's right, I would say that the main target on the campaign are women. So Del Campo NAZCA Saatchi & Saatchi made the campaign for the Argentinean women. However the purchase decision might be a common agreed one within the family but from my point of view, the most affected by the situations presented in the ads are women - the resonance between the ad and women is considerable high. 

   Brand
The objective of the campaign was to promote the new air conditioner Silent Air from BGH, which is more silent and has a lower level of energy consumption. You could notice that none of products' characteristics are mentioned in the campaign and in my opinion this  is a smart decision - air conditioners are quite boring products as they only give cooler air. Of course, the technology inside is also important but maybe an ordinary person could not be persuaded to make this kind of purchase based on technical characteristics. Moreover, these products don't differ too much from brand to brand so that the consumer could make a rational purchase decision. 

What BGH's campaign does, is that it sends a reminder that the summer is coming and it gives a more personal reason to buy the product, no mater its secondary characteristics, besides cooler air during the hot summer. In this way it creates a closer emotional relationship with the viewer, and it makes him/her aware of his/hers actual or potential problem. The purchase decision would be now an emotional one. 

   Criticism

I believe that BGH's campaign is brilliant and I think that many of you have the same opinion. However, the negative side of it is that these ads might make viewers more aware of their problem and purchase any air conditioner as a solution. Therefore, I would expect an increase of sales for several brands of air conditioners besides BGH's Silent Air. 

Have a look at all 3 ads here: 

1. "Dads in Briefs" 2. "Friends" 3. "No Signal" 

Client: BGH 
Agency: Del Campo,NAZCA, Saatchi & Saatchi 

Director: Nico & Martin 
Country: Argentina