Managua city takes OOH route to give identity to its streets

Managua, the Latin American country Nicaragua’s capital city of 1.5 million people, has lacked a system of street signs since the devastation wrought by the 6.2 earthquake that struck in 1972. For the last 45 years, Managua’s residents have guided themselves by using reference points, such as trees, buildings and even referring to places that only exist in their memories, making it mandatory for all visitors and part of the population to ask for directions when walking around in the city. 

El Gallo Más Gallo, Nicaragua’s biggest home-appliance chain, aware of the social and economic role it plays in the country’s economy, partnered with CCCP-McCann Nicaragua to create a campaign that has given back to Managua its street signs. The campaign is aimed at rebuilding the confidence of citizens, business and community groups and also serves to show Gallo’s proximity to people all across Nicaragua.

“Where The Streets Have No name” is an ambitious integrated campaign that uses OOH. The campaign has focused on Managua’s 30 most relevant locations in both the physical world and the digital realm, adding street signs to the streets and identifying these locations on Google Maps by tagging them with historical information.