Situation:

In Costa Rica, extended traffic jams transform daily commutes into stagnant hours. Traditionally, outdoor advertising in the region follows the global norm: succinct messages paired with compelling visuals, designed for brief engagement.

Brief:

Gollo Motors, recognizing an untapped opportunity within these prolonged traffic stops, sought to challenge this norm. Their goal was to utilize the captive audience phenomenon to its fullest by extending the engagement time with the billboard, thus creating a unique interaction that not only captures attention but also educates and entertains.

Objectives:

-Elevate brand awareness for Gollo Motors amidst a saturated automotive market.

-Shift public perception by fostering a dialogue on the practical benefits of motorcycles over cars, especially considering local traffic conditions.

-Drive traffic to Gollo Motors, encouraging the transition from car to motorcycle.

Media insight: In Costa Rica a billboard can be read and re-read several times due to traffic.

The norm in outdoor has always been the same: few words and one big image that captures the attention of drivers for 5 seconds.

But things have changed, at least in Costa Rica, where traffic has become so dense that our attention to a billboard in the highest traffic areas of the capital ranges from 3 to 10 minutes when we are in a car.

We discovered an opportunity for Gollo Motors, a Costa Rican brand that sells motorcycles, and created 'The Billboard You Shouldn't Be Able to Read, but You Can' because you're in a car stuck in traffic. This consisted of 10 billboards that told the same story: the freedom of riding a motorcycle, and at the end, invited people to buy one at Gollo Motors. The billboard could be read in around 2 minutes and was placed in the highest traffic streets of the country.

Our target where men and women (+18) that own a car in Costa Rica.

Our media planning was to create a circuit of 10 billboards in the most jammed streets of Costa Rica.

Our approach was to bring a fresh, funny, story about the freedom of riding a motorcycle right when people needed it the most.

All 10 billboards where installed in the metropolitan area of Costa Rica during november 2023. Media channels like Canal 7, Teletica, Omega and several big influencers like Choché Romano, Melissa Duran, Bismark, Yiyo Alfaro and more, share the campaign, at the end it generated a lot conversation in the country and sparked the need to buy a motorcycle.

700.000 Vehicles impacted daily

95% increase in brand awareness

300% increase in searches

Triggering a 20% increase in sells, all in contrast with 2022 data during november.