Credits & Description:
Category: Best Use of Outdoor
Advertiser: YAMAHA CASA PELLAS
Product/Service: POWER GENERATORS
Date of First Appearance: May 10 2009 12:00AM
Entrant Company: JWT, Managua, NICARAGUA
Vice President Creative: William Garcia (JWT Centroamerica Y El Caribe (Office Nicaragua))
Creative Director: Wilbert Carmona (JWT Centroamerica Y El Caribe (Office Nicaragua))
Art Director: Guillermo Espinosa (JWT Centroamerica Y El Caribe (Office Nicaragua))
Account Director: Nicolas Arguello (JWT Centroamerica Y El Caribe (Office Nicaragua))
Art Director: Mario Gonzalez (JWT Centroamerica Y El Caribe (Office Nicaragua))
Media placement: Outdoor - Billboard - 10-05-2009
Results and Effectiveness
10,000 people were exposed daily to the billboard
More than 3,000 people called in the first two weeks
SHOWROON visits increased from 150 to 750 people per month
And most importantly, sales increased by 75%, a record for the company
The idea was to make a billboard that would always be lit, even during power cuts. Our advertisement was the ONLY lit billboard when everything else was dark.
That way, we effectively and innovatively communicated our product’s main purpose: power when there is none.
Insights, Strategy & the Idea
70% of Nicaragua’s energy consumption is derived from petroleum. Due to last year’s spike in oil prices, the government was forced to schedule daily power cuts for up to 8 hours in different sectors through the country, including the capital’s busiest roads.
When these power cuts would occur at night, businesses that did not have power generators were forced to close. Advertising was particularly affected as billboards and banners were left in the dark.
The Promo / PR Ad titled THERE'S ALWAYS LIGHT was done by JWT advertising agency for product: YAMAHA POWER GENERATORS (brand: Yamaha) in Nicaragua. It was released in the May 2009.