Cannes Lions

HEAT AUCTIONS

DEL CAMPO SAATCHI & SAATCHI, Buenos Aires / BGH / 2015

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Case Film
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Overview

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Credits

Overview

Description

We developed a web site where we auctioned BGH AC Gems. The site was synchronized with Buenos Aires weather center data.

Since the temperature during the summer fluctuates constantly, each bidder would visit the web site on the average 10 times a day to check the status of the bidding.

Thru an online media buy and Mobile messages, we were able to inform participants about the city’s temperature and the final temperature in which the bidding finalized.

While the temperature would rise, the offers would increase.

Execution

We developed a web site where we auctioned BGH AC Gems. The site was synchronized with Buenos Aires weather center data.

Since the temperature during the summer fluctuates constantly, each bidder would visit the web site on the average 10 times a day to check the status of the bidding.

Thru an online media buy and Mobile messages, we were able to inform participants about the city’s temperature and the final temperature in which the bidding finalized.

While the temperature would rise, the offers would increase.

Outcome

We sold all the auctions AC. In 87% of the cases, the sale price was higher than the original sale price.

The campaign had a total investment of USD 50.000, between the website development and the digital media buy.

All units for auction were sold, approximately 5.300 BGH Gems units for a total of USD 6.360.000.

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