In the Dominican Republic, poor road lighting and inadequate signage contribute to high accident rates—especially at night. Chevrolet, in partnership with Santo Domingo Motors and Ogilvy Dominican Republic, saw an opportunity to turn its advertising into action. With “Night Signals”, the brand converted traditional billboards into reflective traffic signs that light up when hit by car headlights. It wasn’t just clever—it was life-saving.
Campaign Overview
Launched in 2025, “Night Signals” was deployed on two of the Dominican Republic’s most dangerous highways: Duarte and Este, which account for nearly 30% of the country’s fatal traffic accidents. Chevrolet installed billboards made with special reflective vinyl—invisible during the day, but glowing at night when illuminated by headlights.
The campaign was developed in collaboration with the National Institute of Transit and Land Transportation (INTRANT) and the Ministry of Public Works (MOPC)
Campaign Objective
Chevrolet aimed to:
Improve nighttime road safety in high-risk areas
Reinforce its brand identity as responsible, innovative, and community-focused
Collaborate with government agencies to address infrastructure gaps
Use advertising space for public good
The goal was to turn visibility into viability—making roads safer while keeping the brand visible.
Execution
Reflective Vinyl Billboards: Daytime ads transformed into nighttime traffic signals using light-reactive materials.
Strategic Placement: Installed on accident-prone highways to maximize impact.
Government Collaboration: Partnered with transit and public works authorities for approval and rollout.
Hero Film & PR Push: A case study video and media coverage highlighted the campaign’s innovation and social value.
Community Engagement: Drivers and local communities praised the initiative for improving visibility and safety.
Brand Impact
“Night Signals” positioned Chevrolet as a socially responsible innovator. It resonated with civic leaders, drivers, and safety advocates. The campaign also elevated outdoor advertising from passive promotion to active protection.
Results
Night Signals by Chevrolet turned car lights into life-saving signals — a groundbreaking road safety initiative deployed on two major highways with high accident rates. The campaign gained widespread recognition, being praised by government agencies and road safety organizations for its social impact.
It was featured in Ads of the World, AdForum, and MediaMarketing.ma, and won multiple regional creative awards for public service innovation. Since launch, over 31.5 million vehicle impressions have been recorded, contributing to a 28% decrease in nighttime accidents and impacting over 90% of Dominican drivers. The campaign’s success inspired five global brands to join the initiative, reinforcing Chevrolet’s commitment to technology-driven safety and community responsibility.
Lessons Learned
“Night Signals” teaches us that advertising can be adaptive. The campaign also shows the power of collaborative creativity—when brands work with governments, they can solve real problems. And finally, it proves that visibility is more than branding—it’s safety.
