Odis: "Numbers" Print Ad by Ogilvy

Category: Durable Goods
Advertiser: ODIS
Product/Service: LOCK
Agency: OGILVY & MATHER CHILE
Chief Creative Officer: Cesar Agost Carreño (Ogilvy & Mather Chile)
Creative Director: Francisco Camacho (Ogilvy & Mather Chile)
Creative Director: Nicolas Neumann (Ogilvy & Mather Chile)
Art Director: Jaime Bustamante (Ogilvy & Mather Chile)
Art Director: Constanza Cortínez (Ogilvy & Mather Chile)
Copywriter: Juan Pablo Tyrer (Ogilvy & Mather Chile)
Copywriter: Maria Jesús Jarpa (Ogilvy & Mather Chile)
Copywriter: Francisco Camacho (Ogilvy & Mather Chile)
Producer: Guayi Mas (M-Studio)
Photographer: Andres Cortinez
Media placement: Activation - Street - 12/03/2012

Describe the objective of the promotion.
The challenge:
How can we show the benefits of the safest 3-number lock

Describe how the promotion developed from concept to implementation.
The idea:
Continuing with the concept and message from last year's press and outdoor campaign, we decided to reformulate it in a new outdoor concept consisting of an in situ ad.

In order to achieve this, we created a structure consisting of 3 intertwined numbers which at its centre contained an inaccessible backpack and installed it in different parts of the city.

The numbers were intertwined in such a way that the backpack became absolutely inaccesible to anybody trying to either open it or take it, replicating the exact function of a coded lock.

Explain why the method of promotion was most relevant to the product or service.
The promotion was successfully because the benefit of the safest lock was very tangible.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Due to this promotion being made recently, the client still doesn't have quantifiable results, but the campaign was aligned with the previous projects collaborating to the growth of the brand image, creating awareness and improving brand's TOM positioning.