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Hijacked Highway

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Market:Peru
Style: Minimalism
descriptioncnen
Strategy

The Pan-American highway is the most transited road during summer in Peru, with over a million and a half cars transporting over 5 million people in just four months. This explains why the road is covered with advertising billboards, with brands competing to gain the audience's attention with spectacular and expensive billboards.Out of Home is, after our stores, the second most important touchpoint with costumers. This turned our presence in this advertising scenario much more important, and the need to gain relevance became the brand's priority.Sodimac Homecenter's main target are Men and Women age 25 +, who are in charge of improving their homes. We will approach them as they are on their way to the beach,while they are stress-free.
Synopsis

Pan-American-Highway, Peru’s most traveled road during summer is also the country’s most coveted advertising arena. Where more than 400 expensive and dull billboards overload its sides. An opportunity for a Sodimac Homecenter to redecorate this huge space owning this summer tradition.
Outcome

1.- +21.3% of sales VS previous year.BEST SUMMER SALE IN SODIMAC'S HISTORY 2.- +103M SOCIAL IMPRESSIONS +59% BRAND SENTIMENT3.- +12% TOP OF MIND15KM OF CATALOGUE / 15 KM ENTERTAINING PEOPLE
Execution

Through virtual reality technology and 3D montages, the main summer products were placed along 15 kilometers of the highway, replacing the current billboards with Sodimac Homecenter products. This was done through a YouTube video shot in 360 degrees, which allowed users to interact with the products and with the space.The co-drivers and passengers of the cars that attended the South during the main weekends of the summer between January and March received cardboard lenses with instructions. In this way, it was sought that the brand stands out in this space so acclaimed by the brands in summer.In order to amplify the experience of the road, a Branded Content was carried out in February where the action was explained.
CampaignDescription

By using VR technology, Sodimac Homecenter replaced other brands’ billboards with a fun 15 km catalog of summer products, in which passengers could interact and directly buy their products while having a blast on their way to the beach.
Relevancy

Because we changed the way the Peruvians spend their time on their trip to the beach, going from something full of boring advertising, into a fun experience. Not only did we have the attention of the people, but we also promoted our summer catalog in an unforgettable and clear way, while also inviting them to buy our products.
credit
Brand:
Agency:
Creative Director:
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Animation:
Other credit:Marketing and client strategy manager: Angela Álvarez
Advertising and Communications manager: Rocío Miranda
Head of advertising: Cali Loli
Head of Digital Marketing: Diana Tanaka
Head of brand: Daniela Hoyos
Creative VPs: Mauricio Fernández-Maldonado / Christian Caldwell
Creatives: Alvaro Soto and Gonzalo Paredes
Account service: Andrea Rosselló/ Mirjana Slavkovic/ Daphne Kizner
Planning VP: Juan Luis Arteaga
Digital director: Virgina Caceres
Project manager: Angie Valiente / Monica Campos
Creatives: Andres Aranguren/ Luis Veliz
Community Manager: Marco Hernando
Promotion director: Berenice Lu
General producer: Giovanna Rojas
Production team: Alvaro Luque/ Cocler Diaz/ Paola Saavedra (PSV)/ Bridgith Peña/ Kimy Velasquez/ Gabriel Loret de Mola
Film crew: Juan Pablo Polanco/ Daniel Bacigalupo/ Daniel Hernandez/Victor Fernandez/Jesus Gallegos/ Wilder Ludeña/ Cesar Enrique Silva/Wilmer (Abby Mata)
VR Production: Plan B
Production team: Percy Kiyabu & Kurt Gastulo/ Julian Giraldo/ Alex Ocaña/ Emilio Naka/Victor Nakandakari/ Oswaldo Anchayhua/ Oscar Gomez/ Chubi Akama/ Williams Mantari/ Jorge Noriega/Oswaldo Anchayhua/ Oscar Gomez/ Chubi Akama/ Victor Nakandakari
Crew: Claudia Incio/ Jhonny Vasquez/ Charly Garcia
Singers: Richi Rodriguez / Daniela Guersi / Jhonny Vasquez / Claudia Incio / Jessica Vilchez.
awards
The One Show 2018
Silver Pencil Branded Entertainment
Experiential / Virtual Reality (VR)
The One Show 2018
Merit Branded Entertainment
Location-Specific Video
The One Show 2018
Merit Design
Digital Design
Cannes Lions International Festival of Creativity 2017
Bronze Entertainment
Brand Experience: Emerging Tech
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Innovation in Brand Experience
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