Night Signals

Ogilvy Dominican Republic and Chevrolet Transform Daytime Advertising Billboards into Nighttime Traffic Signals

- Chevrolet, in collaboration with Santo Domingo Motors, is joining an unprecedented initiative to improve road safety in the Dominican Republic, in partnership with the National Institute of Transit and Land Transportation (INTRANT) and the Ministry of Public Works (MOPC). The "Night Signals" campaign is an ingenious proposal that transforms traditional advertising billboards into reflective traffic signs, which light up at night upon contact with the lights of passing vehicles, improving visibility for drivers on roads with poor lighting and deficient signage.
This innovative campaign has been developed by Ogilvy Dominican Republic. Juan Manuel Gaitán, CCO of Ogilvy Dominican Republic, commented: "The creative idea stems from giving a new meaning to our advertising billboards, which display Chevrolet campaigns during the day, but at night transform in traffic signs, by placing a reflective vinyl on them, which is imperceptible during the day, but at night lights up when it receives direct light from vehicle headlights, making it easier for drivers to identify the traffic sign".
The billboards located along the Duarte Highway and the Eastern Highway will be intervened. These are two of the most important roads that connect the country, and which register some of the highest traffic accidents. "This is just the beginning. The capability to scale "Night Signals" is great, we can take this idea to any region that has the same problems," added Gaitán.
Paola Soto, Communications and Sustainability Manager of Santo Domingo Motors, assured: "We are very excited to see how 'Night Signals' comes to reality. And we're thrilled that other brands like Cadillac, Infiniti, Nissan, Yamaha, and Suzuki are committing to joining the project, allowing us to expand the initiative to more roads across the country. In addition, new technologies and materials will be explored to optimize the durability and effectiveness of reflective signals."
Ricardo Torres, Senior Brand Manager for Chevrolet and Cadillac added: "For us, this is an innovative action in which we responsibly integrate our billboards with the road environment, achieving a highly positive impact for society. As a leading company in the automotive industry, our commitment is clear."
María Teresa Souffront, Marketing Coordinator for Chevrolet and Cadillac indicated, "Chevrolet is a brand that for years has invited all Dominicans to explore their country and discover new roads on the island. This time, it not only wants to invite them, but also to do it more safely. We are very excited to take a step further with "Night Signals", as it represents not only a road safety innovation but also a reaffirmation of our long-standing commitment to the Dominican Republic, where we’ve proudly been for more than a century.