| Title | XENON LONG RANGE AMBIENT |
| Brand | PIONEER TRUCKS (DISTRIBUTOR OF XENON) |
| Product / Service | XENON HIGH-INTENSITY DISCHARGE BULBS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | McCANN WORLDGROUP PHILIPPINES Taguig, THE PHILIPPINES |
| Entrant Company | McCANN WORLDGROUP PHILIPPINES Taguig, THE PHILIPPINES |
| Advertising Agency | McCANN WORLDGROUP PHILIPPINES Taguig, THE PHILIPPINES |
| Media Agency | UNIVERSAL McCANN Taguig, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Anna Samia | Unversal Mccann | Client Partner |
| Fritzie Guath-De Jesus | Universal Mccann | Client Partner |
| Matt Crescenzo | Mccann Worldgroup Philippines | Art Director |
| Joseph Velasquez | Mccann Worldgroup Philippines | Art Director |
| Allan Almeda | Mccann Worldgroup Philippines | Copywriter |
| Adrian Quintana | Mccann Worldgroup Philippines | Account Director |
| Noel Bermejo | Mccann Worldgroup Philippines | Ecd/Cd |
| Raul Castro | Mccann Worldgroup Philippines | Ceo/Cco |
RESULTS: 32% spike in sales. 0 reported accidents during the ad’s duration. A telling result that road mishaps can be avoided if motorist had long-range help.
We installed a road ambient sticker that mimics the 150-meter length of Xenon light and placed it to where it leads to a pedestrian crossing. This allows the driver to anticipate people ahead.
ISSUE: Very few people know the capabilities of a Xenon high-intensity discharge headlight. This lack of information among regular people makes it seem that Xenon is at par with normal headlights. STRATEGY / SOLUTION: Vividly demonstrate the benefits of a HID like Xenon where it is most relevant – safety in driving. IDEA: 150m-road sticker ambient.