Innovative Ad of the Week: Sodimac ‘Hijacked Highway’ (Peru)
Peru’s largest home improvement chain Sodimac has partnered with McCann Lima to create the biggest VR experience ever produced in the country. The “Hijacked Highway” is a 360-degree virtual-reality experience that allows co-pilots and passengers in selected cars to ride along the Panamericana Sur with a unique point of view.
More than 40,000 VR cardboard glasses were distributed along the highway tolls stops, allowing auto passengers to see 20+ real life home improvement offers that virtually replace the billboards.
The VR initiative intervenes in specific spots throughout the Panamericana Sur, replacing 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 being 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.
“The challenge was to create an advertising campaign that could be innovative and stand out in such coveted advertising space, offering our customers an unforgettable experience while promoting our products,” says Ángela Álvarez, marketing and client strategy manager at Sodimac.
Check out the campaign video below: