Del Campo Saatchi & Saatchi Buenos Aires has come up with yet another original way to sell its client BGH’s air conditioners.

Presenting ‘Heatwave Auctions’, a typical online auction site, but with one small difference: it's the heat of the sun that decides when the auction closes.

To do this they developed an auction site synchronized with the national meteorological service during the summer.  So when the city of Buenos Aires reached suffocating temperatures, users fought one on one, increasing the amount of the offers made.

With this simple idea they were able to sell all of the air conditioners at auction, taking advantage of the best advertising strategy of all - the summer heat.