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GASCALE

MARURI GREY, Guayaquil / MABE / 2016

Awards:

Gold Cannes Lions
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Case Film

Overview

Credits

Overview

CampaignDescription

We developed gaScale. A small platform with an internal weight scale that measures the gas tank’s content.

The scale connects to a mobile app that allows their customers to know when their gas tanks is about to run out.

When the gas tank reaches a certain weight, the scale activates and uses WIFI to send a notification to the homeowner for its replacement.

The distributor will also be notified that the tank has to be replaced, setting the date and approximate time of delivery.

gaScale came along with the purchases of all Mabe gas powered products.

With gaScale Mabe products will never stop working.

MediaStrategy

The data travels from pounds, to gas level, to mobile notification, to a replacement order.

Data allowed us to empower consumers with technology that would solve a problem in their everyday lives, which is to run out of gas.

The data collected from the GaScales of the tanks was then forwarded to the app that allowed Mabe's customers to know the amount of power left in the product preventing them from running out of Gas.

Outcome

Mabe Gascale was a given along with the purchase of every gas powered product.

This action helped increase its sales by 6% compared to same period last year.

Mabe, being the first company to implement GaScale , differentiated from the competition by giving its customers a solution that would solve their every day gas shortage problem. And ensured that their products never stopped working.

GaScales owners have not ran out of gas since.

We believe that in the next 5 years if Mabe and other gas powered product manufacturers in Latin America distribute GaScale, we could solve the home gas shortage issue in the region.

Relevancy

The core of the idea is to gather the data from gas tanks and use it in a way that is useful and solves a problem for Mabe's customers.

Strategy

First we use the scale to measure the weight of the gas tank.

Then, the scale interpretates this weight data (in Lbs) to read gas level inside the tank.

Then it coverts it to an mobile alarm.

This alarm notifies our users when the tank needs to be replaced.

Finally the users receive the notification and they send a message to their gas distributor for a timely replacement.

Synopsis

In Latin America Gas doesn't reach homes by pipes like it happens on other places in the world. In our region people use regular gas tanks and connect them to stoves, water heaters and grills.

However, these tanks have not evolved in 30 years.

They don't have any mechanism to measure the amount of gas that is inside.

As a result, people don't have a way to know when they are going to run out of gas.

So they run out of gas all the time.

Mabe, the leading manufacturer of gas stoves and water heaters in Latin America, needed to find a competitive advantage in their gas powered products to increase the value for money offer.

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