Sodimac are frequent users of outdoor advertising and this time, they came up with the best idea of combining VR and traditional marketing, to reveal the biggest 360° virtual-reality experience in Peru.
The project is called “Hijacked Highway” and it offers co-pilots and passengers an amusing ride along the Panamericana Sur, Peru’s most-traveled highway. While touring the road, co-pilots wearing the VR cardboard glasses will encounter virtual surprises like animated-3D giant flamingos and lorries. The project can be experienced between the roadway’s 11th and 97th km markers.
Here is the introductory video of the amazing project:
40,000 VR cardboard goggles are used in the project and they come with instructions on how to download the VR films. The films don’t synchronize with the landscape in any way—they are preset and don’t have any GPS capability. The purpose of the project is of course, to flaunt Sodimac’s products in a playful and entertaining method. Experiencers can access a link to download the company’s catalog and buy what they see en route.
Ángela Álvarez, Marketing and Client Strategy Manager at Sodimac says,
The challenge was to create an advertising campaign that could be innovative and stand out in such coveted advertising space, offering our customers an unforgettable experience while promoting our products.
The campaign also pivots Panamericana Sur for having a high-market value for advertisers during the summer season for the Peruvians.
The Hijacked Highway project is shared using #lacarretera hashtags on social media.