URA.RU: Make the politicians work by RA Voskhod for URA.RU

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URA.RU: Make the politicians work

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Industry Website, Public awareness
Media Ambient, Case study
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Art Director Vladislav Derevyannykh
Designer Dmitry Maslakov
Illustrator Alex T
Released September 2012

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Publications & Media Gold
PR Lions Sectors & Services; Corporate Responsibility Gold
PR Lions Technique; Best Use of Live Events and/or Stunts Gold
Media Lions Use of Media; Best Use of Ambient Media: Large Scale Gold
Promo and Activation Lions Use of Promo & Activation; Best Use of Guerilla Marketing in a Promotional Campaign Gold
Outdoor Lions Ambient; Special Build Silver
Media Lions Product & Service; Publications & Media Bronze

Credits & Description

Media: Ambient
Geo: Russia
Category: Media
Agency: Voskhod
Brand: URA.RU
Quality of roads is the eternal problem of Yekaterinburg – the fourth largest city of Russia. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. The problem is – our politicians don’t care about potholes. Their only worry is their own public image. We associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures became a sensation. With this intense PR the politicians were no longer able to sit idle. The holes were fixed. The news about the action was released in more than 300 media venues, the website traffic on URA.ru doubled. The officials at last started to do their jobs.
Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannykh
Copywriters: Evgeny Primachenko, Egor Gavrilin
Illustrator: Alex T
Designer: Dmitry Maslakov
Results and Effectiveness


The news about caricatures with the reference to Ura.ru became a sensation in Russia. The politicians were no longer able to sit idle. The holes were fixed. Thus a special-purpose project Ura.ru Roads was launched, where every citizen can submit a problem road with a demand to fix it. The news about the action was released in more than 300 media, mentioned in social networks more than 7000 times. During this period of this episode, the website traffic on URA.ru doubled. During the month before the action 1,4 km of road were repaired, during the month after – 7,6 km.



Creative Execution


Our politicians don’t care about potholes. Their only worry is their own public image. So, we associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. In the following day workers were sent to the holes but only to cover the portraits with paint. The officials were not aware that we were watching over the holes with hidden cameras. We came back to the holes and next to each painted out portraits we wrote: “Painting it is not fixing it”.
The activation dedicated to a problem was embedded to a problem itself - main roads' potholes. The first source of the news was advertised in the Ura.ru site, so every media that wanted to publish the news about potholes used a link to Ura.ru, increasing number of visitors and brand knowledge.



Insights, Strategy and the Idea


Situation:
Yekaterinburg is the fourth largest city in Russia by population; and one of the very last in terms of quality of roads. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads.