With the aim of continuing to position the ELECTRA brand in Argentina, the company Aires del Sur opted for a new proposal with its campaign “Welcome the warmth”, which in addition to communicating the brand values, points to a “very Argentine” identification, giving us a nod to our idiosyncrasy, because although they say that Argentinians are big, in our daily lives we show that this is not the case, because we know that the best comes in a small bottle.

In the period of greatest demand, the campaign will run mainly in digital media, on public roads and for the first time Electra comes to the big screen, with a great tip:

“ELECTRA is a brand that continues to position itself in the category, not only for the efficiency and quality that it supports with its extra large guarantee, which exceeds 3 years*, but also for the exterior innovation that it once again brings to the forefront with the BLACK ICE CONNECT line.”he commented Diego Calomarde, Marketing Manager of Aires del Sur.

"When they are not enjoyable situations like being in a pool or on vacation, the reality is that summer overwhelms us. The WELCOME EL CALORCITO concept seeks to improve that feeling by bringing all the good things about matecito, asadito, and beer, at the beginning of summer, with a good air conditioner to enjoy it," said Juan Elliot, CEO of AWD.

“This use of the diminutive manages to generate an emotional and very close impact, excellently achieved through creativity, and where every Argentine feels represented,” emphasizes Calomarde.

The brand once again bets on evolution through exterior and interior design and technology, with the BLACK ICE CONNECT line, but with a very relaxed and fun creativity.

*All products with Inverter technology have a 3-year warranty (and an additional 90 days can be added by registering the product on the company's Post-Sales platform)

TECHNICAL SHEET
Advertiser: Aires del Sur
Product: Electra
Agency: AWD
General Management: Juan Elliot
Project Manager: Carla Venturino
Creative Direction: Rodo Cuscuela / Santiago Brain
Editor: Santiago Brain
Art Director: Rodo Cuscuela
Production company: Tenorio Films
Director: Juan Hirak
3D: Wally design
Banda: Mauro Perez Duo
Announcer: Pedro Labattaglia
Responsible for the client: Diego Calomarde