In order to gain attention in the most traveled road during summer which is also the country’s most coveted advertising arena, we decided to hack 15 kilometers of the highway, by replacing the current other brand billboards, with Sodimac Homecenter products creating a 15 km interactive catalogue.
Pan-American-Highway is Peru’s most traveled road during summer and also the country’s most coveted advertising arena. During summer, over 10% of the Total Peruvian population travel this highway in order to get to the beach which makes this OOH space a valuable asset to advertise. Nevertheless, the amount of traffic makes the the way to the beach a stressful and bored experience. More than 400 expensive and dull billboards overload its sides with traditional OOH creative pieces, making them a bored part of the landscape .
Sodimac Homecenter with its "Dream, we make it possible" creative mantra, find an opportunity to redecorate this huge space by a disruptive and entertaining way, which can make the way to the beach a more pleasant and entertaining experience for the non-driving passengers.
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 and we have their full attention. By showing them our products in an entertaining way, consumers receptivity would be better and allow us to make them desire our products.
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.