Title	PARKING WHEELCHAIRS
Brand	BANK OF GEORGIA
Product/Service	TREE OF LIFE
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	J. WALTER THOMPSON METRO Tbilisi, REPUBLIC OF GEORGIA
Advertising Agency	J. WALTER THOMPSON METRO Tbilisi, REPUBLIC OF GEORGIA
Production Company	STUDIO METRO Tbilisi, REPUBLIC OF GEORGIA

Name	Company	Position
Giorgi Popiashvili	J. Walter Thompson Metro	Creative Director
Eka Kipiani	J. Walter Thompson Metro	Creative Director
Aleksandre Tsitskishvili	J. Walter Thompson Metro	Art Director
Nina Nemsadze	J. Walter Thompson Metro	Copywriter
Aleksandre Gabilaia	Studio Metro	Executive Producer
Irakli Akhalkatsi	Studio Metro	Dop

The Brief

every single day, many car owners park their cars on the parking lots provided for people with disabilities.They tend to park their cars at the places that are not meant for them and with this reckless action they create additional obstacles for disabled people.The goal was to let the car owners understand the meaning of violating other people’s rights for their own comfort, feel the problem with the full tension. The target audience was: non-disabled drivers and general public.To encounter public - the parking lot of one of the busiest places in Tbilisi was chosen.

Campaign Success

For one single day the parking lot of Tbilisi's busiest avenue (Rustaveli Avenue) was occupied by 70 parked wheelchairs to illustrate the problem of drivers wrongly taking the parking spots of people with disabilities. Every single spot was occupied creating the alternative reality for drivers of Tbilisi.Project team simply took and occupied whole parking lot, from early morning, spending 0$. The activity had great visibility for every by-passer. And it worked. Journalists of every broadcasting companies and news agencies appeared within the 40 minutes to spread the news, added by general public sharing their own-created content on social media. So by the end of the day by using one single media, we occupied TV, internet, radio, press and as a result becoming the most talked topic of the day in the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

The first outcome besides mass news coverage - was the speech made by public defender, supporting the topic and announcing that creating the right environment for people with disabilities will definitely become of high priority for Georgian government. Facebook pages were created where general public started posting photos of "cars parked on not-meant-for-them places". Not only drivers did realized the problem, they also felt the pressure from society in case of hindering the environment for people with disabilities. The number of cars unrightfully occupying the parking has decreased by an significant level.

Explain why the method of promotion was most relevant to the product or service

For one single day the parking lot of Tbilisi's busiest avenue was occupied by 70 parked wheelchairs to illustrate the problem of drivers wrongly taking the parking spots of people with disabilities. this cause the venue became - the parking lot of one of the busiest places in Tbilisi - in terms of traffic (both transport and pedestrians), because of its central location and proximity to metro station, educational facilities, business centre, food courts.The activity had great visibility for every by-passer. And it worked. Journalists of every broadcasting companies and news agencies appeared within the 40 minutes to spread the news, added by general public sharing their own-created content on social media. So by the end of the day by using one single media, we occupied TV, internet, radio, press and as a result becoming the most talked topic of the day in the country.