Media: Ambient/ Experiential
Category: Retail services
Client: Sodimac Homecenter
Client: Sodimac
Agency: McCann Lima
Production: Pierina Ravizza
Country: Peru
Creative Director: Jomi Rivera
Creative Director: Pipo Galván
Creative: Mauricio Fernández-Maldonado
Creative: Christian Caldwell
Creative: Andres Aranguren
Creative: Luis Veliz
Producer: Giovanna Rojas
Creatives: Alvaro Soto
Creatives: Gonzalo Paredes
Executive Producer: Enrique Vicente
Executive Producer: Andrea de la Torre
Account service: Andrea Rosselló/ Mirjana Slavkovic/ Daphne Kizner
Planning VP: Juan Luis Arteaga
Production director: Alonso Palomino
Digital director: Virgina Caceres
Project manager: Angie Valiente / Monica Campos
Designer: Akemi Calderón
Community Manager: Marco Hernando
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.