# Eye-Shutting Billboards This Car Insurance Ad Shuts Its Eyes to Mimic a Good Night's Sleep By Cadhla Gray | Published 2015-10-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/car-insurance-ad References: [adsoftheworld](http://adsoftheworld.com/media/outdoor/hollard_insurance_the_sleeping_billboards) & [mcsaatchiabel.co.za](http://www.mcsaatchiabel.co.za/) This car insurance ad campaign set up billboards across Johannesburg, South Africa with technology-connected eyes that shut when it becomes dark out. Hollard insurance encourages consumers to purchase car, house and life insurance with its brand so that they can be stress-free and, therefore, experience a [good night's sleep](https://www.trendhunter.com/trends/sleep-or-die). To exemplify such a restful sleep, these [billboards integrate technology](https://www.trendhunter.com/trends/outdoor-advertising-campaign) to a typically static ad medium so that as the sun sets, the set of eyes on each billboard slowly close. The eyes continue to close until it is nighttime and are ready for bed when they are shut entirely. The advertising agency that created and installed the clever car insurance ad campaign is M & C Saatchi Abel -- the most awarded South African agency at the One Show in New York City. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 6% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Smart Billboards:** Using technology to create interactive and dynamic billboards that capture attention and engage viewers. - **Emotional Advertising:** Tapping into emotions to create a strong brand connection and drive consumer behavior. - **Sleep-related Marketing:** Promoting products or services that offer relaxation, stress reduction, and a good night's sleep. ### Who This Affects Most - **Advertising:** Finding innovative ways to captivate audiences and deliver impactful messages. - **Insurance:** Leveraging emotional storytelling and technology to communicate the benefits of insurance products. - **Outdoor Media:** Incorporating technology into traditional outdoor advertising formats to create memorable and interactive experiences. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md)