DOMESTIC GAS SCALE | GASCALE | 2016
Before the gas ran out, the scale noticed first / Mabe "GASCALE"
All they did was put a connected scale under a propane gas tank. But that alone quietly erased a worry that South American households had lived with for years: never knowing when the gas would run out.
The problem
In many Latin American homes, propane gas tanks are used for cooking and hot water. You can't see how much gas is left inside, and there's no way to know when it'll run out until it actually does. Calling for a replacement and waiting for delivery had become a small, recurring stress in daily life.
The insight
Before making an ad, they first asked whether the real problem—not being able to see how much gas was left—could simply be solved. If the trouble comes from a lack of information, then why not build a way to get that information right into daily life?
The idea
GASCALE is a smart, internet-connected scale that sits under the gas tank. It automatically measures how much gas is left by weight, and once the tank drops to its last tenth, it sends a notification to the owner's phone. From that same app, they can order a new tank right away. Instead of making an ad, they made a tool for everyday life.
What happened
It won a Gold Lion in the Creative Data category at the 2016 Cannes Lions.
Afterthought
Instead of making a commercial, they made a scale. Both are ways of building trust in a brand, but GASCALE shows that an ad doesn't have to look like an ad at all. Once you really understand what's bothering people, the answer can turn out to be very simple.
Awards
- Cannes Lions Gold 2016
