Eurobest 2012/ PR Gold: Накарайте политиците да говорят!

Това е една кампания, отличена със злато от един от най-големите европейски фестивали – Eurobest 2012/PR. Зад нея седи най-големият информационен сайт на Екатерининбург (Русия) – URA.RU, който инициира офлайн инициатива, при която три големи пътни дупки са превърнати в част от образите на трима от градската управа - губернаторът, кметът и заместник-кметът на града. В отговор, от управата изпращат хора, които да „замажат” с боя образите. От медията, обаче са предвидили този ход, монтирали са скрити камери и след като графиките са „замазани” с боя, излизат с посланието: „Да ги замажем не означава, че сме ги ремонтирали” (“Painting is not fixing it!”). А така ефектът от акцията само се мултиплицира …

Eurobest 2012/ PR: Gold
Title: MAKE THE POLITICIANS WORK!
Product: CITY WEBSITE
Category: BEST USE OF LIVE EVENTS, STUNTS, CELEBRITY ENDORSEMENTS
PR/Advertising Agency: VOSKHOD Yekaterinburg, RUSSIA


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. 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 news about caricatures with the reference to Ura.ru became a viral 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. But the main thing is that it made the officials begin doing their jobs.

Execution:
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”.

Results:
The news about caricatures with the reference to Ura.ru became a viral 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 7,000 times. During this period of this episode, the website traffic on URA.ru doubled. But the main thing is that it made the officials begin doing their jobs.

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