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Delis, grocery stores, liquor marts and bakeries in Bogota, Colombia—most which close at 8 p.m.—agreed to advertise for one of their competitors, Carulla, by turning their late-night security shutters into billboards for the 24-hour supermarket chain.
The campaign from Ogilvy paid local merchants to post messages on their metal gates, including "The butcher is asleep. The one at Carulla on 85th is awake" and "In here we have everything but if you need it now, go to the Carulla on 63rd."
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