In March 2021, Argentina entered the second round of COVID-19. Positive cases began to increase, surpassing the number of infections in 2020. One of Argentina's biggest problems is that it is one of the countries with less testing in the world.

Vacations, the opening of public transportion and closed places have become situations of high risk of contagion.

On the other hand, Atma, one of the most loved brands of household appliances by Argentines, was to launch a campaign for its breakfast appliances: coffee maker, electric oven, toaster and juicer.

Its objective was to increase sales of these products but without remaining indifferent to the difficult context Argentina was going through, as the brand has a strong bond with Argentines.

In March 2021, Argentina began to go through the second round of COVID-19. Infections began to exceed the peaks of 2020, making it the most critical moment since the COVID-19 crisis began.

One of the biggest problems detected in Argentina is precisely the lack of testing, being one of the countries in the world that performs the least tests and with a high rate of positive ones. A 65% of the tests are positive when, according to international recommendations, the percentage should be below 10%. This makes it very difficult to avoid contagion due to the free and massive circulation of people in enclosed spaces of high concentration such as train stations and shopping malls.

In view of the lack of testing, it was necessary to make people aware of the possible symptoms of COVID-19 that they may be experiencing.

Atma, one of Argentina's most beloved household appliance brands, decided to create a campaign that would not only sell its breakfast products but also help to detect one of the main symptoms of COVID-19, loss of smell.

Public billboards were placed in the busiest train stations and shopping malls to raise awareness. The posters had aromatizers that expelled fragrances of what was seen on each one of them. The message invited people to check their sense of smell and in case they did not smell toast, coffee, cookies or freshly squeezed orange, they should contact the WhatsApp number of the Ministry of Health to report Covid symptoms.

The campaign was aimed at ABC1C2 men and women located in the cities with the highest demographic concentration in Argentina: Buenos Aires Capital City, Buenos Aires Province, Rosario (Santa Fe province) and Córdoba (Córdoba province).

The three train stations with the highest daily traffic of people were selected, i.e. those that are terminals and where several means of transportation converge. The seven most important shopping malls in Argentina were also selected.

The strategy was to advertise in the places with the highest concentration of people in order to raise awareness in those places that represent a higher risk of contagion.

The campaign was carried out during the first week of March. Its implementation had a national scope since the posters inviting you to test your sense of smell were located in the main train stations and shopping malls of the country. The campaign was located in the 3 largest train stations and in 7 shopping malls in the country. Each of these places had two or three posters with different pieces of the campaign but all of them with the scenting system.

At the same time, the campaign was amplified through social networks, where people shared their experience.

The campaign quickly had a positive impact on both the public and the media. The idea was shared by some of the main media in Argentina.

According to the gathered, the campaign had a direct impact on more than 5,700,000 people throughout the country.

During the month of execution, Atma managed to sell 400% more than in previous months, exceeding its expectations in a market strongly hit by the pandemic.

It also had a positive impact on social networks:

Reach: 21,261,421

Impressions: 41,404,706

Interactions: 2,183,072

Most importantly, the campaign contributed to the prevention of COVID-19 in Argentina at one of the most critical moments of the pandemic in the country, since it is one of the countries with less testing in the world.