Category: Best Use of Ambient Media: Small Scale
Advertiser: ACDELCO
Product/Service: CAR SPARE PARTS
Agency: SANCHO BBDO
Media Agency: OMD COLOMBIA, Bogotá, COLOMBIA
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Creative Director/Art Director: Alejandro Gómez (Sancho BBDO)
Creative Director/Copywriter: Daniel Alvarez (Sancho BBDO)
Copywriter: Ramon Blanco (Sancho BBDO)
Film Director: Héctor Niel (Sancho BBDO)
Graphic Design: Julian Lozano (Sancho BBDO)
Graphic Design: Liliana Ballen (Sancho BBDO)
Graphic Design: Andres Roman (Sancho BBDO)
Graphic Design: Juan Correa (Sancho BBDO)
Graphic Design: Luis Zambrano (Sancho BBDO)
Account Manager: Jose Leon (Sancho BBDO)
Account Manager: Felipe Jaramillo (Sancho BBDO)
Media placement: Jukebox - Street: Zone for car spare parts - OCT 2011
Insights, Strategy & the Idea
ACDelco is one of the 3 major brands for car spare parts in the world and even so it was not recognizable at the biggest Zone for car spare parts in the world: The 7 de agosto in Bogotá - Colombia
Creative Execution
The 7 de Agosto is a zone that has over 25.000 garages and car spare part shops and our target was busy 90% of their time, with this in mind we decided to create the ACDelco video jukebox, were we had ads exclusively designed for a bar video jukebox, the most appropriate way to deliver the message on the remaining 10% their time. 4 different ads were developed using the same looks as the videos that were on the video jukeboxes.
Results and Effectiveness
We made our brand visible in a place that seemed to be impossible. Our ads were so successful that it made the mechanics request them to our sale representatives and this generated a relationship between the mechanics and the brand. This was reflected in the increase of our sales.