Del Campo Saatchi & Saatchi Argentina continues to raise the bar on air conditioner advertising with this unusual stunt for BGH ACs: an online auction controlled by the temperature. The agency set up subastastermica.com which works just like a typical online auction but with one hitch: once the temperature hits 40 degrees celsius (104 fahrenheit), the auction would close.
So when Argentineans were suffering in the sweltering heat, they'd be more likely to bid madly on BGH ACs that were up for auction. The agency synched the site with data from Argentina's meteorological service to make sure bidding would shut down once the max temperature hit.
Del Campo's previous unusual AC ideas for BGH included discounts determined by how hot consumers' apartments were and a hilarious campaign starring dads in briefs.