RAMI / ROAD TRAFFIC POLICY: HAD A DRINK? DON'T START UP

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: RAMI / ROAD TRAFFIC POLICY

Product/Service: ROAD SAFETY

Agency: ZAVOD CONSULTING

Date of First Appearance: Nov 18 2009 12:00AM

Entrant Company: ZAVOD CONSULTING, Moscow, RUSSIA

Chief Executive Officer: Natalia Agre (Zavod Consulting)

Creative Director: Maxim Fedorov (Zavod Consulting)

Copywriter: Dmitry Lomakin (Zavod Consulting)

Art Director: Nikita Smirnov (Zavod Consulting)

Designer: Mikhail Ponomarev (Zavod Consulting)

Production Manager: Vadim Melnikov (Zavod Consulting)

Strategic Director: Alexey Popov (Zavod Consulting)

Media placement: Ambient Placement - Moscow - 18 Nevember 2009

Media placement: Website - Http://www.bezdtp.ru - 12 November 2009

Media placement: Outdoor - Moscow - 1 December 2009

Media placement: TV - Moscow - 4 January 2010

Media placement: Radio - AUTORADIO - 1 December 2009

Media placement: Cinema - Russian Federation - 1 December 2009

Media placement: Graffiti - Moscow - 18 November 2009



Describe the objective of the promotion.

To raise social awareness of the drink driving problem in Russia and reduce the number of people lost on roads because of drunk drivers during New Year and Christmas holidays. A giant 12-meter (40-feet) high bottle filled with crashed cars was installed.



Describe how the promotion developed from concept to implementation

Production of the monument has occupied 4 months. Implementation consisted of five stages:
1. Working out of drawings (technical documentations) and selection of materials for production;
2. Production and assemblage framework of the Monument (consists of metal I-beams average long 2,5 meters);
3. Filling metal framework with cars (for filling it ,10 cars broken in road accidents have been used with participation of drunk drivers);
4. Attach a label: "Had a drink? Don’t start up!"
5. Transportation and installation of the monument in the center of Moscow, later it was moved to its next location on the section of the busy highway from Moscow to Saint-Petersburg leading to the largest airport in Russia.



Describe the success of the promotion with both client and consumer including some quantifiable results

The monument, with the production budget $50000 and 0 media budget, became the driver of the drunk driving social campaign, having achieved 74 million contacts via leading mass media in Russia, apart from the passing by drivers resulted in a 28% reduction in number of people killed because of drunk drivers in December 2009 and in a 48% reduction – in January 2010, compared with the same period of last year's.



Explain why the method of promotion was most relevant to the product or service

The idea of the Monument made people understand how drink driving is dangerous. The monument was seen by millions of drivers in Russia, and also is responsible for safety on roads all over the world. It was of very important news to the leading mass-media working on the First Ministerial Conference on Road Safety. Besides its huge voice in mass-media, the monument has seen thousand of drivers passing in the centre of Moscow, and on one of the most important roads of Moscow. It is important that at the beginning it was placed in the center of Moscow.