The distinguishing feature of the new BGH Air Conditioner we were launching was its five-stage filtration system. This feature indicated that these were air conditioners that provided cleaner air than their competitors.

As we wanted our own unique tone for the brand (one that made us stand out within the sector) and considering what the product had to offer, we decided to communicate directly to those most in need of pure air: BIG NOSES.The agency decided to offer significant help to big noses: 25% off on the purchase of a BGH Silent Air air conditioner if you have a big nose.This promotional tool presented us with a new challenge: How would we decide who was sufficiently big-nosed to deserve the discount?This is why we created: The Nose-O-Meter.A device capable of measuring the length of someone’s nose. If a nose touched the sensor, the participant received a 25% discount on the purchase of a BGH Silent Air air conditioning unit.The Nose-O-Meter was installed in Argentina’s main retailers.

And allowed us to communicate the benefit of the product in an unconventional way directly at the point of sale, generating strong word-of-mouth advertising and maximizing the advertising investment. At the same time, it helped us achieve the proposed marketing objectives by facilitating sales.

The Nose-O-Meter was communicated through five TV commercials that invited the public to visit the website www.narigonesBGH.com.Upon entering the website, users could find retailers where Nose-O-Meters were installed. They also had the option of uploading a photo of the profile of their face to find out if they would be eligible to receive a discount. If they had a good chance, the site provided a map to their nearest Nose-O-Meter location.In addition to the TV spot, there were also outdoor and digital spots directing people to the campaign’s website.Thousands of noses were put to the test as a result of our campaign and 500 customers received a 25% discount. The PR not only increased the reach of the campaign, but it became the main media focus. We even had one of the most important sports celebrities promoting the brand for free: the famous Argentine NBA player, Manu Ginobili, tweeted about the campaign, joking about the size of his nose and how he would receive the 25% discount.