Cannes Lions

Hijacked Highway

McCANN LIMA, Lima / SODIMAC / 2018

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In order to gain attention in the most traveled road during summer (which is also the country’s most coveted advertising arena), we decided to hack 15 kilometers of the highway, by replacing the current other brand billboards, with Sodimac Homecenter products creating a 15 km interactive catalogue.

Pan-American-Highway is Peru’s most traveled road during summer and also the country’s most coveted advertising arena. During summer, over 10% of the Total Peruvian population travel this highway in order to get to the beach which makes this OOH space a valuable asset to advertise. Nevertheless, the amount of traffic makes the way to the beach a stressful and bored experience. More than 400 expensive and dull billboards overload its sides with traditional OOH creative pieces, making them a bored part of the landscape . 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 approached them as they were on their way to the beach, while they are stress-free and we have their full attention. By showing them our products in an entertaining way, consumers receptivity was better and allowed us to make them desire our products.

Through virtual reality technology and 3D montages, the main summer products were placed along 15 kilometers of the highway, replacing the current other brand 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 to the beach 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.

1). +21.3% of sales VS previous year.

2). +103M SOCIAL IMPRESSIONS

3). +59% BRAND SENTIMENT.

4). +12% TOP OF MIND

5). BEST SUMMER SALE IN SODIMAC'S HISTORY

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2020, SODIMAC

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