案例简介：通过在高速公路收费站分发的谷歌虚拟现实观众，这一举措取代了该国主要高速公路泛美沿岸的广告牌, 并为 “副驾驶” 和乘客提供了一个激动人心的创新旅程，通过家庭装修连锁店的夏季目录。 利马，2017年3月7日 -- 秘鲁最大的家居装修连锁店 Sodimac 和麦肯 · 利马合作，创造了该国有史以来最大的虚拟现实体验。“被劫持的高速公路” 是一种 360 度的虚拟现实体验，它将允许选定汽车的副飞行员和乘客以独特的视角沿着泛美南部骑行。 虚拟现实倡议介入了整个泛美苏尔景观的特定景点 (在 11 至 97 公里之间)，并取代了司机必须忍受的传统广告牌和视觉混乱。该体验以有趣和令人惊讶的形式展示了 Sodimac 主要夏季产品的 3D 动画图像。 这项活动的基本想法是向消费者展示 Sodimac 在改造和增强任何空间方面都是专家。该活动还探索了泛美 Sur 的替代媒体和游击营销策略, 在夏季，这是一个非常珍贵和昂贵的广告场所 -- 公路沿线广告牌上的广告投放相当于秘鲁有一个超级碗。“Hijcked Highway” 的经验展示了广告商如何用更少的媒体投资来争夺消费者的注意力，在这种情况下，增加了一个非常强大的行动号召。 安格拉 · 阿尔瓦雷斯说: “挑战在于创造一种广告活动，这种活动可以创新，并在如此令人垂涎的广告空间中脱颖而出，在推广我们的产品的同时为我们的客户提供难忘的体验。” sodimac 营销和客户战略经理。 40,000 多个 VR 纸板眼镜在高速公路通行费停靠站被分发，让汽车乘客可以看到 20 多个现实生活中的家居装修产品，这些产品几乎取代了广告牌。 McCann Lima 的创意副总裁 Mauricio fern á ndez-Maldonado 说: “我们希望提供一种创新的策略，利用非常商品化的媒体景观，并将其转化为互动和沉浸式的体验。”。

案例简介：Through Google VR viewers distributed at highway toll stops, this initiative replaces billboards along Panamericana Sur, the country’s main highway, and offers the “co-pilots” and passengers an exciting and innovative ride through the home improvement chain’s summer catalogue. Lima, March 7rd, 2017 – Sodimac, Peru’s largest home improvement chain, and McCann Lima have partnered to create the biggest VR experience ever produced in the country. The “Hijacked Highway” is a 360-degree virtual-reality experience that will allow co-pilots and passengers in selected cars to ride along the Panamericana Sur with a unique point of view. The VR initiative intervenes in specific spots throughout the Panamericana Sur landscape (between its 11th and 97th kilometers) and replaces the traditional billboards and visual clutter that drivers have to endure. The experience presents 3D animated images of Sodimac’s main summer offerings in funny and surprising forms. The underlying idea of this campaign is to show consumers that Sodimac is an expert when it comes to transforming and enhancing any space. The campaign also explores an alternative media and guerilla-marketing strategy for Panamericana Sur, which is a highly-prized and expensive advertising arena during the summer season--ad placements on the billboards along the highway are the Peruvian equivalent of having a Super Bowl spot. The “Hijcked Highway” experience demonstrates how advertisers can compete for consumer attention with far less media investment, and in this case, adding a very powerful call to action. “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,” says Ángela Álvarez, marketing and client strategy manager at Sodimac. More than 40,000 VR cardboard glasses were distributed along the highway tolls stops, allowing auto passengers to see 20+ real life home improvement offers that virtually replace the billboards. “We wanted to offer an innovative strategy that took advantage of a very commoditized media landscape and turning it into an interactive and immersive experience,” said Mauricio Fernández-Maldonado, McCann Lima’s creative VP.

被劫持的高架路 | Hijacked Highway

案例简介：通过在高速公路收费站分发的谷歌虚拟现实观众，这一举措取代了该国主要高速公路泛美沿岸的广告牌, 并为 “副驾驶” 和乘客提供了一个激动人心的创新旅程，通过家庭装修连锁店的夏季目录。 利马，2017年3月7日 -- 秘鲁最大的家居装修连锁店 Sodimac 和麦肯 · 利马合作，创造了该国有史以来最大的虚拟现实体验。“被劫持的高速公路” 是一种 360 度的虚拟现实体验，它将允许选定汽车的副飞行员和乘客以独特的视角沿着泛美南部骑行。 虚拟现实倡议介入了整个泛美苏尔景观的特定景点 (在 11 至 97 公里之间)，并取代了司机必须忍受的传统广告牌和视觉混乱。该体验以有趣和令人惊讶的形式展示了 Sodimac 主要夏季产品的 3D 动画图像。 这项活动的基本想法是向消费者展示 Sodimac 在改造和增强任何空间方面都是专家。该活动还探索了泛美 Sur 的替代媒体和游击营销策略, 在夏季，这是一个非常珍贵和昂贵的广告场所 -- 公路沿线广告牌上的广告投放相当于秘鲁有一个超级碗。“Hijcked Highway” 的经验展示了广告商如何用更少的媒体投资来争夺消费者的注意力，在这种情况下，增加了一个非常强大的行动号召。 安格拉 · 阿尔瓦雷斯说: “挑战在于创造一种广告活动，这种活动可以创新，并在如此令人垂涎的广告空间中脱颖而出，在推广我们的产品的同时为我们的客户提供难忘的体验。” sodimac 营销和客户战略经理。 40,000 多个 VR 纸板眼镜在高速公路通行费停靠站被分发，让汽车乘客可以看到 20 多个现实生活中的家居装修产品，这些产品几乎取代了广告牌。 McCann Lima 的创意副总裁 Mauricio fern á ndez-Maldonado 说: “我们希望提供一种创新的策略，利用非常商品化的媒体景观，并将其转化为互动和沉浸式的体验。”。

被劫持的高架路 | Hijacked Highway

案例简介：Through Google VR viewers distributed at highway toll stops, this initiative replaces billboards along Panamericana Sur, the country’s main highway, and offers the “co-pilots” and passengers an exciting and innovative ride through the home improvement chain’s summer catalogue. Lima, March 7rd, 2017 – Sodimac, Peru’s largest home improvement chain, and McCann Lima have partnered to create the biggest VR experience ever produced in the country. The “Hijacked Highway” is a 360-degree virtual-reality experience that will allow co-pilots and passengers in selected cars to ride along the Panamericana Sur with a unique point of view. The VR initiative intervenes in specific spots throughout the Panamericana Sur landscape (between its 11th and 97th kilometers) and replaces the traditional billboards and visual clutter that drivers have to endure. The experience presents 3D animated images of Sodimac’s main summer offerings in funny and surprising forms. The underlying idea of this campaign is to show consumers that Sodimac is an expert when it comes to transforming and enhancing any space. The campaign also explores an alternative media and guerilla-marketing strategy for Panamericana Sur, which is a highly-prized and expensive advertising arena during the summer season--ad placements on the billboards along the highway are the Peruvian equivalent of having a Super Bowl spot. The “Hijcked Highway” experience demonstrates how advertisers can compete for consumer attention with far less media investment, and in this case, adding a very powerful call to action. “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,” says Ángela Álvarez, marketing and client strategy manager at Sodimac. More than 40,000 VR cardboard glasses were distributed along the highway tolls stops, allowing auto passengers to see 20+ real life home improvement offers that virtually replace the billboards. “We wanted to offer an innovative strategy that took advantage of a very commoditized media landscape and turning it into an interactive and immersive experience,” said Mauricio Fernández-Maldonado, McCann Lima’s creative VP.

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被劫持的高架路 | Hijacked Highway

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