Chevrolet “Night Signals” in the Dominican Republic

Source: Cannes Lions

I just love this campaign from Chevrolet in the Dominican Republic because it quite simply solves a real problem … driving that can often be dangerous at night.

The Duarte Highway is the most important roadway in the country but at night it is quite dark due to a lack of proper lighting, making it quite dangerous.

Chevrolet decided to do something about it by creating partnerships with other local brands and organizations to turn roadway advertising by day into lighting at night. Making the highway much safer to drive at night.

Take a look at how the brand pulled it off …

Such a simple concept, but the brand knew it couldn’t tackle it alone so it did indeed grab some partners and started on small stretches of highway one at a time. Over time, other car brands are joining the effort such as Cadillac, Infiniti, Nissan, Yamaha and Suzuki and it is expanding to more parts of the highway.

Competitors coming together for the public good.

This is a marketing gold standard when you can solve a real problem that is so closely tied to your brand and your brand assets … in this case driving and advertising … and saving peoples lives by making them safer at a critical moment when driving in the darkness of night.

Wonderful!

What’s your experience? JIM