Mabe: Gascale
Mabe wanted to strengthen its relationship with Latin American consumers beyond the point of sale. Maruri Grey was tasked with increasing brand loyalty and innovation perception in a market where cooking is central to family life, but the infrastructure - specifically unpredictable gas cylinder levels - creates constant stress for home cooks.
Creative Idea
Invented a smart scale for gas tanks that alerts users via app before fuel runs out.
Mabe solved the "gas anxiety" of Latin American households by creating a smart, weight-sensitive base for gas cylinders that tracks fuel levels in real-time via a mobile app, transforming a mundane appliance into a proactive, data-driven service.
Ending the Panic of the Empty Tank
From Shaking Tanks to Gold Lions
The inspiration for Gascale came from a dangerous but ubiquitous Latin American ritual: users shaking heavy gas cylinders to guess the remaining fuel. Maruri Grey observed that this "gas anxiety" peaked during Sunday family dinners, the most important meal of the week. By developing a weight-sensitive base, the agency moved Mabe from a hardware manufacturer to a service provider. This shift was so effective that Carolina Coppoli, a Cannes Lions juror, noted the campaign won because it was "simple and massive," proving that utility-led advertising could outperform traditional commercials.
Putting Ecuador on the Creative Map
The production was a homegrown effort led by Maruri Films and agency producer Daniela Ubilla. The technical execution required a seamless integration of hardware and software, utilizing a Bluetooth/Wi-Fi bridge to send real-time data to a mobile app. Upon launch, the app surged to the top of the utility charts in the Ecuadorian App Store. The project’s success was a watershed moment for the local industry; Maruri Grey achieved the rare feat of winning two Gold Lions in the Creative Data category in a single year.
Transforming the Smart Home Ecosystem
Beyond the tech, the campaign’s significance lay in its cultural resonance. It addressed a specific infrastructure pain point in developing markets where piped gas is rare. By turning a "dumb" appliance into a proactive data source, Mabe significantly boosted its brand helpfulness and innovation scores across the Andean region. The campaign is now frequently cited in industry textbooks as a premier example of how brands can use data to solve real-world domestic problems rather than just for targeted messaging.
Creative Strategy Deconstructed
Company
Mabe's position as a leading appliance manufacturer with the engineering capacity to develop connected hardware solutions.
Category
Appliance brands usually focus on one - off sales and feature - based marketing rather than ongoing post - purchase consumer support.
Customer
Households relying on gas cylinders felt constant anxiety about fuel running out unexpectedly during meal preparation.
Culture
The growing adoption of IoT and mobile connectivity in developing markets made data - driven household management possible.
Company
Mabe's position as a leading appliance manufacturer with the engineering capacity to develop connected hardware solutions.
Category
Appliance brands usually focus on one - off sales and feature - based marketing rather than ongoing post - purchase consumer support.
Strategy:
Transition from a hardware provider to a service partner by solving a recurring post - purchase friction with technology.
Customer
Households relying on gas cylinders felt constant anxiety about fuel running out unexpectedly during meal preparation.
Culture
The growing adoption of IoT and mobile connectivity in developing markets made data - driven household management possible.
Strategy:
Transition from a hardware provider to a service partner by solving a recurring post - purchase friction with technology.
Results
The campaign achieved significant market and industry impact, most notably becoming a top-downloaded utility in the Ecuadorian App Store shortly after launch. It generated millions of earned media impressions across Latin American tech and lifestyle news outlets. In terms of brand health, Mabe saw a significant boost in 'brand helpfulness' and 'innovation' scores within the Andean region. The project was a historic success at the Cannes Lions 2016, winning two Gold Lions in the Creative Data category (a rare feat for a single agency in one year), alongside a Gold for Innovation in Service at the Lux Awards. It was also a finalist and Bronze winner at El Ojo de Iberoamérica for Mobile and Mejor Idea Local.
2
Cannes Gold Lions in Creative Data
Top 1
Utility App in Ecuadorian App Store
Millions
Earned media impressions
Strategy Technique
Build an Utility, Not an Ad
Mabe moved from selling hardware to providing a service. By solving a recurring daily frustration with a physical tool, they embedded the brand into the consumer's life through constant utility.
Explore Technique
Creative Technique
Unexpected Utility
Instead of a traditional commercial, the agency invented a functional product that solved a specific household friction, using technology to provide ongoing value and brand loyalty beyond the initial purchase.
Explore Technique
Craft Breakdown
Gascale excels by transforming a physical pain point into a digital solution, moving a hardware brand into the realm of proactive service through seamless IoT integration.
The campaign redefined the consumer relationship with Mabe by evolving the brand from a stove manufacturer into a proactive utility provider.
The development of a weight-sensitive hardware base synced via Bluetooth/Wi-Fi provided a high-tech solution to a low-tech domestic problem.
The mobile app translated raw weight data into intuitive, real-time fuel levels and predictive alerts for the user.
The seamless execution between the physical scale and the mobile interface ensured a frictionless user experience during high-stress cooking moments.
The magic lies in the intersection of hardware engineering and data utility, turning 'gas anxiety' into peace of mind through real-time connectivity.
