Inspired by the Latin folklore of selling everything on public transport buses, Ogilvy El Salvador created “the first car-showroom inside a bus” for Excel El Salvador and its KIA brand.
“We have set out to deliver creativity that directly impacts the business results of our clients, we are at that point where our people need exciting creativity, and brands that sell ideas. We are working for all our projects under this perspective” said Enzo Bianchi, CEO of Ogilvy El Salvador.
“We are always attentive to proposing a great idea that impacts our client and his relationship with his public, guided by our vision of "borderless creativity. For this reason, we fit out a real bus, one of those that we use daily to move around the city. That´s how we developed “Kia Picanto, it fits everywhere” and we generated a unique experience with people”, explained Sebastián Bullorini, General Creative Director of Ogilvy El Salvador.
Ricardo Sutter, Country Manager of Excel El Salvador, added: “We managed to capture everyone's attention and bring the brand closer to everyone who was on public roads. The goal was to get out of the usual way where we could launch a new model, and I think we succeeded. Showcasing a new car inside a bus and taking potential buyers around town was a huge success."
With the first car-showroom inside a bus, KIA analyzes replicating this action in other markets. "Undoubtedly, creativity drives the business, and allows us to enhance its full scope," concluded the country manager of Excel El Salvador.
Anunciante: Excel El Salvador
Producto: Kia Picanto
Agencia de Publicidad: Ogilvy El Salvador
CEO: Enzo Bianchi
Gerente General: Rhina Rank
CCO Ogilvy Latina: Jessica Apellaniz
Director General Creativo: Sebastian Bullorini
Director Creativo: Joshua Rueda
Planner: Cesar Chavez, Carlos Romero
Director Digital:Paolo Bianchi
Equipo Creativo: Juan Carlos Sol, Roco Rodriguez, Alex Gonzalez,
Francisco Lainez, Antonio Pastore
Ejecutiva de Cuentas: Gabriela Garcia
Responsable por Cliente: Ricardo Sutter
Productora Audiovisual: Garage Films
Director de Cine: Robert Orlich
Asistente de Dirección: Irene Argueta
Productor Ejecutivo: Max Chaves.
Estudio de Arte: La Brujula
País: El Salvador