Media > Use of Media

TRAFFIC SIGNALS

UNITAS RNL, Santiago / SCHILLING OPTICIANS / 2007

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Overview

Credits

OVERVIEW

CommunicationGoal

Nowadays the advertising ads and billboards are part of the landscape and it becomes necessary to reinvent these standard transit advertising, so they generate an even greater reminder. The strategy implied replacing these traditional pallets by traffic signals. The object aimed at generating a big impact with a tactic that allows this advertising to appear in the daily routines of individuals. Thus, recreational transit signals were installed in different parts of the city, where they could be seen by millions of individuals that were obliged to face them.

Effectiveness

This action was widely seen and commented between individuals, refreshing the trademark and keeping it present as an eventual alternative of purchase. The awareness grew from 13% to 45% in one week of exhibition. The sales of eye glasses with medical prescriptions that arrived that week surpassed a typical week in 23%.

Execution

The idea was “having a great vision”. To do this, the classic traffic signals, like: stop signs, school zone, maximum speed, etc., were done in a large size. Passers-by and car drivers could prove in situ that their vision was already better thanks to Schilling Opticians, since they could see from afar the exaggerated transit icons. Immediately, once they came closer to the transit advertising, they got the message: "Schilling Opticians. See better".

MediaStrategy

Men and women with no age limit, that have problems with their vision or that could need eye glasses in some moment of their lives. Specially drivers where a large percentage (40%) must use eye glasses and must check their vision after a given period of time with their optician.

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