Road Traffic Safety Department Of Russian Federation Case study GET GLOWING! by Zavod Consulting

GET GLOWING!

Pin to Collection
Add a note
Industry Traffic safety
Media Case study
Market Russia
Agency Zavod Consulting
Creative Director Maxim Fedorov
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: THE ROAD TRAFFIC SAFETY DEPARTMENT OF RUSSIAN FEDERATION
Product/Service: ROAD SAFETY
Agency: ZAVOD CONSULTING
Date of First Appearance: Dec 1 2010
General Director: Agre Natalia (Zavod)
Creative Director: Fedorov Maxim (Zavod)
Account Director: Melnikov Vadim (Zavod)
Public Relations Director: Gavrilova Alexandra (Zavod)
Strategic Director: Pisarev Maxim (Zavod)
Media placement: TV campaign - MTV, TNT, Россия 24, Россия 1, Россия 2, НТВ - 1 December 2010
Media placement: Radio campaign - Avtoradio, Yumor FM, Energy, Maximum - 1 December 2010
Media placement: PR campaign - ofishial pertner press-conference - 24 December 2010
Media placement: Internet campaign - groups in social networks: facebook.com, livejournal.ru, twitter.com, odnoklassniki.ru, etc. - 1 December 2010

Describe the campaign/entry
The goal of the "Get Glowing" campaign was to provide young pedestrians attention to their own safety on the roads. The target audience was the young Russian (16 -25 years old). The campaign objective was to persuade them to wear the self-reflecting clothes and accessories with the purpose of reducing the number of accidents with pedestrians in the dark time of day.

Describe how the campaign/entry was launched across each channel in the order of implementation
Some medias and actions were used to implement the campaign objectives, to achieve the target audience and to draw an attention to the problem:
- translations in cinemas;
- translations on the main Russian and youth TV channels;
- ad placement on YouTube.com;
- ad translations on the radio;
- the creation of the "Movement for Safe Traffic" page on bezdtp.ru;
- support of "Movement for Safe Traffic" groups in social networks: Facebook, livejournal.ru, Twitter, odnoklassniki.ru, vkontakte.ru;
- flash-mobs with the branding "Get Glowing" cars;
- self-reflecting bracelets provided by MTV VJs;
- 12 youth idols were in the campaign events in nightclubs, in youth festivals and concerts;
- internet banners in the popular email services;
- outdoor ad placement into gas stations;
- the creative competition of video and photo projects on the "Get Glowing" site.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign was actively discussed in social networks and in the media. The 'Get Glowing' site received 70,000 page impressions. 200,000 bracelets in total were distributed during the campaign in clubs and on the streets of the cities.
The main result: self-reflecting bracelets became cult accessories in youth communities. It’s fashionable now to wear self-reflecting clothes and accessories.
The campaign was run in November and December 2010. At the beginning of 2011, the number of run-down accidents with 16-25 years old pedestrians in the dark time of day were 11.6% less, in comparison with the same period in 2010.