THE-VILLAGE.RU Case study Parking Douche by LOOK AT MEDIA

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Parking Douche

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Industry Business equipment & services, Corporate Image
Media Case study
Market Russia
Agency LOOK AT MEDIA
Copywriter Alexey Artyukhov
Released February 2012

Awards

MIAF Awards 2012
Grand Prix Winners - Grand Prix
Social advertising Advertising Campaign First place
Social advertising Media Projects First place
Interactive Tools Mobile and Touch-Pad Campaigns and Applications First place
Interactive Campaigns Social Media Campaigns First place
Media Projects The best use of Mobile Devices First place
Interactive Campaigns Best integrated interactive campaign Second Place

Credits & Description

Product and services: The-Village.ru (On-line city guide)
Registrant: LOOK AT MEDIA
Country: RUSSIA
Brand name: The Village
Advertiser: The Village
Advertising agency, city: LOOK AT MEDIA Moscow
Art director: Vladimir Shreyder
Copywriter: Alexey Artyukhov
Creative director: Katya Bazilevskaya, Rob Ikki
Account Director /Manager: Alya Gabdurakhmanova
Digital Production: LOOK AT MEDIA Moscow
Other credits:
Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger
Creative idea explanation:
'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.
Multiple entry explanation:
The data from mobile app is streamed live to special banner ads that are targeted through IP address to locations where wrongly parked cars were spotted. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading.