THERE'S ALWAYS LIGHT by J. Walter Thompson Nicaragua for Yamaha

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THERE'S ALWAYS LIGHT

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Promo & PR, Case study
Market Nicaragua
Agency J. Walter Thompson Nicaragua
Creative Director Wilbert Carmona
Art Director Guillermo Espinosa, Mario Gonzalez
Released May 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: YAMAHA CASA PELLAS
Product/Service: POWER GENERATORS
Agency: JWT
Date of First Appearance: May 10 2009 12:00AM
Entrant Company: JWT, Managua, NICARAGUA
Vice President Creative: William Garcia (JWT Centroamerica Y El Caribe (Office Nicaragua))
Creative Director: Wilbert Carmona (JWT Centroamerica Y El Caribe (Office Nicaragua))
Art Director: Guillermo Espinosa (JWT Centroamerica Y El Caribe (Office Nicaragua))
Account Director: Nicolas Arguello (JWT Centroamerica Y El Caribe (Office Nicaragua))
Art Director: Mario Gonzalez (JWT Centroamerica Y El Caribe (Office Nicaragua))
Media placement: Outdoor - Billboard - 10-05-2009

Results and Effectiveness
RESULTS 10,000 people were exposed daily to the billboard More than 3,000 people called in the first two weeks SHOWROON visits increased from 150 to 750 people per month And most importantly, sales increased by 75%, a record for the company

Creative Execution
THE IDEA The idea was to make a billboard that would always be lit, even during power cuts. Our advertisement was the ONLY lit billboard when everything else was dark. That way, we effectively and innovatively communicated our product’s main purpose: power when there is none.

Insights, Strategy & the Idea
BACKGROUND 70% of Nicaragua’s energy consumption is derived from petroleum. Due to last year’s spike in oil prices, the government was forced to schedule daily power cuts for up to 8 hours in different sectors through the country, including the capital’s busiest roads. THE PROBLEM When these power cuts would occur at night, businesses that did not have power generators were forced to close. Advertising was particularly affected as billboards and banners were left in the dark.