In Colombia, car accidents have grown 30% during the holiday season. One of the main reason is the lack of illumination on the roads, this is ironic being Christmas the brightest season of all, but most lights are in the cities, not in the highways.

In December/January Club Colombia didn’t illuminate the usual public spaces of the city, instead they lit the roads in the country to help travelers drive and get safely to their destinations, illuminating one of the most dangerous highways of the country with more than 15 million Christmas lights, and assuring that 900.000 families could travel to celebrate the holiday season. For the first time in 60 years, we didn’t illuminate the city but thousands of lives on a dangerous road.

• Implementation

We use more than 15 million light bulbs to illuminate 2 kilometers of the most dangerous road in the country, the Guaduas-Villeta road.

• Timeline

From December 18th 2017 to January 18th 2018. This is the time of the year with more vehicular flow in Colombia.

• Placement

The Guaduas-Villeta road that connects the inner part of the country with the coast, is one of the main roads that travelers use to go across Colombia.

• Scale

15 million light bulbs to illuminate 2 kilometers.

• Business impact – sales, donations, site traffic.

41% accident rates reduced

Approximately 900.000 families reunite to celebrate.

• Response rate

15 million Colombians were impacted by the message through free press.

500% ROI by earned media

• Change in behavior

Thousands of colombians made it home safe to enjoy the new year´s eve celebration.

• Consumer Awareness

We got free press on newspapers and national television

Organic visualizations

Diffusion through influencers