{"id":4895,"date":"2011-07-11T08:44:51","date_gmt":"2011-07-11T03:44:51","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=4895"},"modified":"2026-03-06T22:41:04","modified_gmt":"2026-03-06T21:41:04","slug":"bgh-big-nose-discount","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/bgh-big-nose-discount\/","title":{"rendered":"BGH: Big Nose Discount"},"content":{"rendered":"<p>BGH Air Conditioners in Argentina wanted to promote their new line of silent air conditioners. So agency Del Campo Nazca Saatchi &amp; Saatchi came up with a whacky integrated campaign called \u201cBig Nose\u201d.<\/p>\n<p>Together they created the Nose-O-Meter, an in-store device capable of measuring noses. If your nose was big enough to touch the sensor, an alarm would go off and you could win a 25 percent discount.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/TCtuuuy1nGg?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>How the Nose-O-Meter mechanic works<\/h2>\n<p>The mechanism is a simple, physical test that turns a product message into a game. Try your luck in-store. Hit the sensor with your nose. Trigger the alarm. Unlock the discount. Online, visitors could upload a profile picture to see if their nose might qualify, and the site pointed shoppers to the nearest Nose-O-Meter location.<\/p>\n<p>That works because a visible pass-or-fail moment makes the product story easy to grasp, repeat, and film in seconds.<\/p>\n<p>In Latin American appliance retail, in-store stunts that turn a functional claim into a public, repeatable challenge can generate attention without needing heavy media spend.<\/p>\n<h2>Why it lands<\/h2>\n<p>It uses an instantly readable visual proxy. A \u201csilent\u201d product is hard to demonstrate in a store, but a loud alarm creates a memorable contrast that people talk about. The absurdity lowers the barrier to participation, and the discount gives a clear reason to play rather than just watch.<\/p>\n<p><strong>Extractable takeaway:<\/strong> When your benefit is hard to demo, build a playful proxy people can physically perform. Then attach a real reward so the joke converts into action.<\/p>\n<h2>What the campaign is really trying to do<\/h2>\n<p>The real question is whether a silly retail mechanic can make a hard-to-demonstrate product benefit talkable enough to drive store traffic and sales.<\/p>\n<p>This is awareness plus retail movement. The Nose-O-Meter creates footfall and talk value. The online upload tool extends reach, adds a low-friction entry point, and helps direct people into stores where the discount can close the sale.<\/p>\n<h2>Retail activation cues worth borrowing<\/h2>\n<ul>\n<li><strong>Turn the claim into a test.<\/strong> A measurable moment is easier to film, share, and repeat.<\/li>\n<li><strong>Design for spectators as well as players.<\/strong> Public stunts work when watching is entertaining and playing is simple.<\/li>\n<li><strong>Use a two-step funnel.<\/strong> Lightweight online interaction that drives to a physical conversion point.<\/li>\n<li><strong>Make the reward meaningful.<\/strong> A real discount keeps the activation from feeling like a pure gimmick.<\/li>\n<\/ul>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is Big Nose in one sentence?<\/h3>\n<p>An integrated BGH campaign where a Nose-O-Meter measures your nose in-store, and if it hits the sensor you win a 25 percent discount.<\/p>\n<h3>Why include an online photo upload tool?<\/h3>\n<p>It lets people self-check and engage remotely, then nudges them toward the nearest in-store device where the discount is actually won.<\/p>\n<h3>How does this connect to \u201csilent\u201d air conditioners?<\/h3>\n<p>It avoids a technical demo and instead creates a talkable stunt that carries the brand name and offer into conversation, then relies on the discount to drive purchase consideration.<\/p>\n<h3>What makes this more than a pure gimmick?<\/h3>\n<p>The mechanic ties the joke to a concrete retail reward, so participation has a practical payoff rather than ending as a laugh with no next step.<\/p>\n<h3>What is the main risk with humor-led retail activations?<\/h3>\n<p>If the mechanic is unclear or the reward feels small, people will watch and laugh but not convert. Clarity and payoff have to be immediate.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>BGH Air Conditioners in Argentina wanted to promote their new line of silent air conditioners. So agency Del Campo Nazca Saatchi &amp; Saatchi came up with a whacky integrated campaign called \u201cBig Nose\u201d. Together they created the Nose-O-Meter, an in-store device capable of measuring noses. If your nose was big enough to touch the sensor, &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/bgh-big-nose-discount\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">BGH: Big Nose Discount<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":15663,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"BGH promotes its new silent air conditioners with a Nose-O-Meter. 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