Advertiser: BANCO G&T CONTINENTAL
Agency: DON'T STOP ME NOW JWT
Category: Financial Products & Services
Advertising campaign: STOP! LOOK A NEW ADVERTISING MEDIA
General Creative Director: Federico Ahunchain (Dont Stop Me Now / JWT)
Executive Creative Director: Desiree Cojulún (Dont Stop Me Now / JWT)
Art Director: Daniel Juárez Ruiz (Dont Stop Me Now / JWT)
General Manager: Victor García (Dont Stop Me Now / JWT)
Execution
The execution was possible due to the historic excess of traffic signage in the city and the high need of having a STOP sign in every corner of the city. This generates the Municipality an almost impossible to pay maintenance cost. Because of this Seguros G&T managed to struck a simple agreement: Seguros G&T would be responsible for the maintenance of all the STOP signs where the brand would appear in exchange of being able to use the signs as part of our communication.
Effectiveness
As a result of the communication activity Seguros G&T managed to be the first company ever to use official street signs as part of their communication while getting the best advertising positioning ever for an insurance company in the public streets. In less than a year the brand's Top of Mind Rating grew 2.5% setting the brand 10 points higher than the second competitor. Moreover, the investment was lower than the cost of a bus stop advertising circuit in the city.
Strategy
Seguros G&T is the top insurance company in the nation’s Top of Mind. However, the lack of Out-of-Home advertising regulations led our client to leave this type of media out of their marketing plans for two years.Our client challenged us to reincorporate Out-of-Home advertising media, which is vital to mantaing the brand’s TOM rating, in an innovative way that breaks away from the visual poluttion generated by the agglomeration of conventional Out-of-Home media outlets. THE IDEATaking advantage coceptually of the brand’s classic slogan “won’t let you down”, we proposed to take over the STOP signs in the city. Generating an unexpected and interactive message, sure to get all the drivers’ attention.