Sodimac Ambient, Case study Hijacked Highway [image] by McCann Worldgroup Lima

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Hijacked Highway [image]

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Industry Department Stores & Shopping Malls
Media Ambient, Case study
Market Peru
Agency McCann Worldgroup Lima
Released March 2017

Awards

Cannes Lions 2017
Design Digital & Interactive Design: Other Digital Design Solutions Bronze Lion
Direct Digital & Social: Use of Mobile Bronze Lion

Credits & Description

Title: Hijacked Highway
Agency: Mccann Lima
Brand: Sodimac
Country: Peru
Entrant Company: Mccann Lima
Advertising Agency: Mccann Lima
Media Agency: Starcom, Lima
Production Company: High End, Lima / Plan B, Lima / Saturno, Lima / Sin Anestesia, Lima
Additional Company: Animal Fx, Lima
Creative Vp: Mauricio Fernández-Maldonado (Mccann)
Vp Creative: Christian Caldwell (Mccann)
Creative Director: Erick Galvan (Mccann)
Account Vp: Andrea Rossello (Mccann)
Planning Vp: Juan Luis Arteaga (Mccann)
Planner: Alessandra Noceda (Mccann)
Production Manager: Alonso Palomino (Mccann)
Agency Producer: Pierina Ravizza (Mccann)
Digital Director: Virginia Caceres (Mccann)
Project Manager: Monica Campos (Mccann)
Art Director: Luis Veliz (Mccann)
Digital Copywriter: Andres Aranguren (Mccann)
Graphic Designer: Akemi Calderon (Mccann)
Community Manager: Marco Hernando (Mccann)
Managing Director: Berenice Lu (Momentum)
General Production Director: Giovanna Rojas (Momentum)
Agency Producer: Andrea De La Torre (Momentum)
Agency Producer: Enrique Vicente (Momentum)
Project Manager: Angela Valiente (Mccann)
Account Director: Mirjana Slavkovic (Mccann Lima)
Art Director: Gonzalo Paredes (Mccann Lima)
Copywriter: Alvaro Soto (Mccann Lima)
Creative Director: Jomi Rivera (Mccann Lima)
Account Executive: Daphne Kizner (Mccann Lima)
Published: March 2017
Synopsis:
Sodimac, Peru’s largest home improvement chain, and McCann Lima have partnered to create the biggest VR experience ever produced in the country. The "Hijacked Highway" is a 360-degree virtual-reality experience that will allow co-pilots and passengers in selected cars to ride along the Panamericana Sur with a unique point of view. The VR initiative intervenes in specific spots throughout the Panamericana Sur landscape (between its 11th and 97th kilometers) and replaces the traditional billboards and visual clutter that drivers have to endure. The experience presents 3D animated images of Sodimac’s main summer offerings in funny and surprising forms. The underlying idea of this campaign is to show consumers that Sodimac is an expert when it comes to transforming and enhancing any space. The campaign also explores an alternative media and guerilla-marketing strategy for Panamericana Sur, which is a highly-prized and expensive advertising arena during the summer season--ad placements on the billboards along the highway are the Peruvian equivalent of having a Super Bowl spot. The “Hijcked Highway” experience demonstrates how advertisers can compete for consumer attention with far less media investment, and in this case, adding a very powerful call to action.

Strategy:
The Pan-American highway is the most transited road during summer in Peru, with over a million and a half cars transporting over 5 million people in just four months. This explains why the road is covered with advertising billboards, with brands competing to gain the audience's attention with spectacular and expensive billboards.Out of Home is, after our stores, the second most important touchpoint with costumers. This turned our presence in this advertising scenario much more important, and the need to gain relevance became the brand's priority.Sodimac Homecenter's main target are Men and Women age 25 +, who are in charge of improving their homes. We will approach them as they are on their way to the beach,while they are stress-free.
Synopsis:
Pan-American-Highway, Peru’s most traveled road during summer is also the country’s most coveted advertising arena. Where more than 400 expensive and dull billboards overload its sides. An opportunity for a Sodimac Homecenter to redecorate this huge space owning this summer tradition.
Campaign Description:
By using VR technology, Sodimac Homecenter replaced other brands’ billboards with a fun 15 km catalog of summer products, in which passengers could interact and directly buy their products while having a blast on their way to the beac
Relevancy:
Because through direct delivery we gave the Peruvians a whole experience on the road, and we did it in a moment where we had their attention. This experience gave us a chance to see our products in a different way by inviting them to the purchase while having fun.
Execution:
Through virtual reality technology and 3D montages, the main summer products were placed along 15 kilometers of the highway, replacing the current billboards with Sodimac Homecenter products. This was done through a YouTube video shot in 360 degrees, which allowed users to interact with the products and with the space.The co-drivers and passengers of the cars that attended the South during the main weekends of the summer between January and March received cardboard lenses with instructions. In this way, it was sought that the brand stands out in this space so acclaimed by the brands in summer.In order to amplify the experience of the road, a Branded Content was carried out in February where the action was explained.
Outcome:
1.- +21.3% of sales VS previous year.BEST SUMMER SALE IN SODIMAC'S HISTORY 2.- +103M SOCIAL IMPRESSIONS +59% BRAND SENTIMENT3.- +12% TOP OF MINDREGULAR CATALOGUES: 40 PAGESOUR VR CATALOGUE: 15 KILOMETERS

Title/Título: Hijacked Highway
Brand/Marca: Sodimac Homecenter
Advertiser/Anunciante: Sodimac Homecenter
Agency/Agencia: Mccann Lima
Country/País: Perú