Sodimac Ambient, Case study The hijacked highway [spanish] by McCann Worldgroup Lima

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The hijacked highway [spanish]

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Industry Department Stores & Shopping Malls
Media Ambient, Case study
Market Peru
Agency McCann Worldgroup Lima
Chief Creative Officer Mauricio Fernandez-Maldonado, Christian Caldwell
Creative Director José Miguel Rivera, Erick Galvan
Art Director Gonzalo Paredes
Copywriter Alvaro Sotomayor
Production Saturno
Director Alvaro Luque
Released March 2017

Awards

El Ojo Festival 2017
Contenido Experiencia de Marca Plata
Contenido Plataformas Digital y Mobile Plata

Credits & Description

Agency: Mccann Lima
Campaña/Title: Hijacked Highway
Anunciante/Brand: Sodimac
País/Country: Perú
Producto/Product: Sodimac Homecenter
Market: Miraflores
Agency: Mccann
Entrant Company: Mccann
Agency Network: Mccann Worldgroup
Holding Company: Interpublic Group
Production Company: Saturno
Director: Álvaro Luque
Advertiser / Brand: Sodimac
Animation Company: Planb
Music/Sound Company: Sin Anestesia
Post Production Company: Animalfx
Media Agency: Starcom
Chief Creative Officer: Christian Caldwell
Chief Creative Officer: Mauricio Fernandez-Maldonado
Creative Director: Jose Miguel Rivera
Creative Director: Erick Galván
Copywriter: Alvaro Soto
Art Director: Gonzalo Paredes
Vice President: Andrea Roselló
Account Executive: Mirjana Slavkovic
Account Executive: Daphne Kizner
Vice President: Juan Luis Arteaga
Planning Supervisor: Alessandra Noceda
Production Manager: Alonso Palomino
Producer: Pierina Ravizza
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.