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.
Ogilvy and Mather Bogota, Carulla´s advertising agency, identified an advertising space that had never been used before to speak directly to Carulla´s potential customers. At the exact moment, they were told that they can find what they are looking for when they need it.
The closed night-time gates of several businesses were turned into billboards, telling that though those stores were already closed, people could find what they were looking for in a Carulla 24 Hours.
Small-store owners were negotiated to let us paint the messages on their gates in exchange for a monthly payment. In this way, Carulla could deliver this message at the perfect time and place, while they profited during their nonworking hours.
By this, Carulla talk directly to their customers at the exact moment where they needed it 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.