Del Campo Nazca Saatchi & Saatchi has long turned to inventive storytelling to promote BGH Air Conditioners, as on the celebrated "Dads in Briefs"
campaign, another effort starring one very creepy guy
and spots featuring some overly avid film buffs
. In 2014, however, the agency devised a useful way to get people in to stores to buy the A.C.s. It created a website where visitors could input their addresses and then track how much sun was beaming down on their pads. The more rays their homes had absorbed, the bigger the discount they got on a BGH air conditioner. The campaign ran through the summer months in Argentina, from December through March and led to the sale of 49,000 units. And, according to the agency, a $40,000 campaign investment led to a turnover of 14 million dollars in sales.