In Bogota, most stores close at 8 p.m. But Carulla 24-hour supermarkets stay open and offer everything people need. So, in exchange for a monthly payment, we negotiated with small-store owners to turn their closed night-time gates into our billboards, saying that though those stores were already closed, people could find what they were looking for in a Carulla 24 Hours. In this way, we could deliver our message at the perfect time and place, while they profited during their nonworking hours.
