We turned the closed night-time gates of several businesses into our billboards. We used them to say that though those stores were already closed, people could find what they were looking for in a Carulla 24 Hours.
Philosophy
We identified an advertising space that had never been used before to speak directly to our potential customers. At the exact moment, we told Carulla customers that they can find what they are looking for when they need it.
Problem
Supermarkets Carulla needed to communicate in a different way and with a very limited budget, that several of their stores have 24 hour service. In Bogotá, most businesses close at 8:00 pm, so this service is very useful for both actual customers and prospects (HIC), who work late and have little time for shopping and buying groceries.
Result
We talk directly to our customers at the exact moment where they needed us and with a high profitability. We rented the doors of 10 small businesses around 5 Carulla 24 hours supermarkets. Both the monthly rent of the 50 doors and production added U.S. 15,000, 40% less than the normal rate of a high impact billboard.