Some
months ago Moscow internet-magazine “The Village” created a mobile application
to struggle with wrong and illegal parking. In last Cannes Lions International
Advertising Festival this project got the Lion and now I want to tell you about
it.
In
general, the Lion award is like advertising Oscar. Last year Russian
advertising agencies became to receive prizes of this Festival and thanks to
that reputation of Russian advertising industry became to grow up at the
international scene.
The
application “The Village: Parking” is very easy to use. If you see a car
parking incorrectly you make a photo of it, chose its colour and a body type,
and publish. All this is done in only one screen. It’s handy and
understandable. But the main idea is not to gather information about breaches;
the most important is to spread this information. For example, a man is reading
Internet article, and suddenly the 3D picture of car is appearing. He points a
cursor to the image and the banner darts out. This banner says that it disturbs
you such way as this car in certain street. The banner shows cars-troublemakers
which was photographed not far away, for example, near offices or in a court.
Then people spread these photos in social networks.
Web-sites
taking part in this project are The Village, Look At Me, FurFur. It’s about 2.5
million people every months and also the social networks. The Village creative
director Ekaterina Bazilevskaya says that company wants to create an
international platform, to unite all media not indifferent in this problem. The
application is translated into some languages. People from Germany, USA and
other countries asked The Village to develop its project abroad.
Ekaterina
is sure that shame in this situation is the most powerful method to break
drivers of bad habit to leave their cars at not appointment places. Through
some months it will be possible to know how many people changed their behavior.
The Village follows recurrences of every car’s breaches. Some project’s friends
say that they became more conscientious.
Moscow
has a lot of tools to overcome illegal parking. Young activists stick labels to
cars “I’m parking like moron”. There are too high fines for incorrect parking.
But sometimes nominally legal parking is not polite, for example, when one car
takes places of three ones. And you should remember it.
by
Valentin Ivanov
For
more information please visit ID-reel.com
WOW! This is really great. I should support this one.
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