Title | TO DELAY MEANS TO KILL |
Brand | LIZAALERT |
Product/Service | SEARCH FOR MISSING PEOPLE |
Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
Entrant Company
|
TWIGA Moscow, RUSSIA
|
Advertising Agency
|
TWIGA Moscow, RUSSIA
|
Production Company
|
STREET ART Ekaterinburg, RUSSIA
|
Credits
Michael Elagin |
TWIGA |
Creative Director |
Nikita Petrusev |
TWIGA |
Strategic Planner |
Alexander Smirnov |
TWIGA |
Art Director |
Grant Abovyan |
TWIGA |
Art Director |
Vardan Martirosyan |
TWIGA |
Agency Producer |
Tatyana Volkova |
TWIGA |
Graphic Designer |
Sophya Gelman |
TWIGA |
Pr Director |
Nino Purtseladze |
TWIGA |
Account Manager |
Alyona Bylbas |
TWIGA |
Media Manager |
Andrei Kosirev |
EGOPRO |
Sound Engineer |
George Watts |
EGOPRO |
Аnnouncer |
The Brief
Since Soviet times people wait to report a missing person until the third day! However, a 3 day delay means 50% of missing people will die.
In case of a missing person: to make people call as soon as possible.
Describe how the promotion developed from concept to implementation
The Strategy: to make people experience the shocking truth: to delay means to kill. We’ve made a special outdoor monument in the center of Moscow. 4 meters high sand clocks with earth in the upper side and a vinyl girl under it. Earth began to pour over the head of a child. Within 3 days the girl was buried 50%.
Describe the success of the promotion with both client and consumer including some quantifiable results
“To delay means to kill” activation was seen by more than 500 000 people. I has shocked people and publicity exploded: more than 27 mln. people reached. Number of timely calls increased by 50%, that almost doubled the number of people found being alive. At last, the Russian Parliament is examining a bill binding the police to begin an active search within three hours after a person has been declared missing.
Explain why the method of promotion was most relevant to the product or service
Real time experience of the shocking truth made in a place with a great traffic.