Global Event TV: DIY brand creates Peruvian billboard stop for tired drivers

South American home improvement brand Sodimac has launched an altruistic experiential campaign to give weary drivers a comfortable spot to rest on a Peruvian highway.

Drivers can stop in a garage for a sleep on the highway
Drivers can stop in a garage for a sleep on the highway

The brand created a rest stop around its billboard that aims to bring drivers the comforts of home. Tired travellers can park under the sign for free and take a nap in a sheltered garage, which is decorated like a bedroom and features 24/7 security, free wi-fi and sleep masks.

The rest stop concept was devised to combat the large amount of road accidents that happen in Peru due to driver fatigue. A high proportion of these occur on the Panamericana Sur Highway - the long stretch of road from Lima to the Chilean border that features nothing but billboards and unscenic flatlands.

Sodimac enlisted agency McCann Lima to launch the initiative.

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