We turned a classic billboard in a useful element for society

Along Km 65 of the Pan-American Highway - a long and empty road with not many places to stop, we built a billboard with parking spaces that resemble bedrooms, where drivers can stop to rest before continuing their journey, helping them to arrive safely at their final destination.

It´s a billboard created by a Homecenter that besides offering something for the house, turns itself into one when people need it the most.

The billboard is located at kilometer 65 of the Pan-American Highway. It was installed on December 23rd 2015 and will be there until the end of May 2016.

It is free of charge, with 24/7 security and provides coffee and other amenities for stoppers.

To further amplify this idea, we used Sodimac Homecenter’s social networks (Facebook, Twitter and Youtube) to publish a video - case that due to its success, was also played on national TV.

The products used to decorate the houses were real products sold at sodimac,so they were promoted with a QR code, allowing people to scan and shop for them with free shipping.

The idea has achieved over 130 million media impressions through TV, Internet and the billboard itself.

The indicator "Positive Sentiment towards the brand" increased by 188% in February 2016 vs. 2015, reaching the highest peak in history. This is attributed to the content generated during the month that showed high interaction postings. It is a KPI that is related to the attitude and opinion of a user to a brand, analyzing the emotional response.

The idea caught the interest of Peru’s Secretary of Transport and Communications, who invited Sodimac’s CEO to be part of a road safety conference. The brand is working with them towards the expansion of the idea by building more billboards like this in other roads in the country.