Direct > Culture & Context
McCANN , San Jose / GOLLO MOTORS / 2020
Overview
Credits
Why is this work relevant for Direct?
It is relevant because with zero budget it creates a specific and direct message for drivers at the right time they most want to get rid of their cars so they can exchange them for a solution to traffic: a motorcycle. A direct message in a such personal medium, their mobile phone, and in this way direct them to the nearest Gollo Motors.
Background
Situación: Costa Rica is the second country in Latin America with the worst traffic, but even so, Costa Ricans continue to buy cars, further collapsing the roads.
Objective: Make it known to car drivers that Gollo Motors, the largest motorcycle dealer in Costa Rica, had a 10% discount on their motorcycles, showing them in an ingenious way, how much time they could save if they had one.
Objetives:
- Increase sales by 18%
Describe the creative idea
FACT: Due to the incredible road chaos, Costa Rica is the third country that uses Waze GPS APP the most in Latin America. Spending 40 days and 960 hours listening to it (sources: Waze Index, State Of The Nation Report)
Here's how Waze guides you through the streets of San José:
Waze: “In 900 meters, turn right.”
WHAT WE DID?
We used Waze Editor (https://www.waze.com/editor) found the unnamed streets with traffic jams, and we named them with Gollo motorcycle ads with special discount and 24 hours later Waze started to sound like this example:
Waze: "In 400 meters turn into street: Drive without traffic jams with a Gollo motorcycle with 10% discount.”
Describe the strategy
Despite the fact that Costa Rica is a small country, its capital is not exempt from traffic jams. Small streets in poor conditions, with nonsense traffic signs and WITHOUT A NAME… Yes, nameless streets! All of this causes chaos on the roads. So we want to make it known to every single car drivers in the capital, that Gollo Motos, he largest motorcycle dealer in Costa Rica, had their motorcycles at a 10% discount so they could start reaching their destinations in half the time.
The best way to reach them had to be in the moment of frustration, when they are stuck in traffic. So we decided to use their unconditional co-pilot: Waze
Describe the execution
We used Waze Editor (www.waze.com/editor) found the unnamed streets with traffic jams, and we named them with Gollo motorcycle ads with special discount and 24 hours later the streets had those names on the Waze map
The campaign ran for two months.
List the results
For two months of campaign we got:
+800 streets were edited
27% increase in sales (9% more than projected)
+250% increase in Gollo Motors searches
900k drivers reached in a country of 1.3 million
Getting US$ 300k in earned media with $0 investment
Please provide budget details
$0 investment
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