Discounts and other mundane promotional offers are often dreaded as creativity killers. In reality it could be quite the contrary. The simplicity of a straightforward message could inspire very unexpected ways of breaking the clutter.
This is the case of BGH, an appliances brand that found an unconventional twist to get attention on their new air conditioners. They offered 25% off their regular price to the consumers that needed their special purifier filters the most: big noses.
Using a literally ‘in-your-face’ system, they measured passersby nose sizes to offer the discounted promotional price. How many took the offer is uncertain but it definitely created a lot of buzz among potential shoppers.
Regional Executive Creative Director, Geometry Global Asia Pacific