The unbelievable and sudden gift of five golden beaches to the Colombian highlands, truly took Bogotá by storm. Millions of people that had never been on a beach, woke up on a sunny Sunday and lived an experience that only resided in their dreams. Using “la ciclovía” (Bogota’s trademark Sunday sport and leisure oriented street closure) as the media stage for this activity, we guaranteed immediate exposure, reach and enjoyment for millions, as well as huge sale activations and emotional linkage for the brand.The flawless overnight implementation of the beaches (close to Exito’s flagships stores) paired with all sort of happenings (concerts, beach volleyball tournaments, tanning stations and more) guaranteed impact, media coverage and commercial activation.

On average 1.5 million people go to Ciclovía every Sunday. On “our” Sunday attendance grew by 50%, 2.4 million people lived our experience.Media coverage was valued at US$200.000, doubling our most ambitious estimates.Sales on flagships stores went through the roof, making this our best Sunday in history.