Title	I'M A LAWYER
Brand	DMITRY SEMENNIKOV
Product/Service	ADVOCATION
Category	B04. Use of Ambient Media: Small Scale
Entrant	BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation	BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement	BBDO RUSSIA GROUP Moscow, RUSSIA
Production	BBDO RUSSIA GROUP Moscow, RUSSIA

Name	Company	Position
Nikolay Megvelidze	BBDO Russia Group	Chief Creative Director
Alexey Starodubov	BBDO Russia Group	Deputy Creative Director
Nikita Nikiforov	BBDO Russia Group	Strategic Planning Manager
Boris Sorokin	BBDO Russia Group	Business Development Manager
Ekaterina Garina	BBDO Russia Group	Progect manager
Alexandra Bichaeva	BBDO Russia Group	Account Manager
Arsen Mollakaev	BBDO Russia Group	Junior Art Director
Manu Meyer	SAVE AS IT IS	Executive Producer
Ivan Buralkin	SAVE AS IT IS	Executive Producer
Alёsha Starodubov	SAVE AS IT IS	Director
Nikolay Rykunov	SAVE AS IT IS	DOP

The Campaign

In Russia, some car owners conceal parts of their number plates with various things: scraps of paper, compact discs, maple leaves etc. They do it to avoid paying for parking to avoid fines for wrong parking. However, this might be deemed unlawful, and then these owners could be held accountable. Placing a traffic lawyer’s card instead of the things people use to conceal their number plates that feature only Latin alphabet letters. We placed Cyrillic "ya" (is spelled like a flipped latin "R") letter on the front side of lawyer’s business card and contact info on the other. We told drivers about lawyer’s service without causing potential trouble for the owners.

Campaign Success

We placed a traffic lawyer’s card instead of the things people use to conceal their number plates that feature only Latin alphabet letters. All number plates in Russia feature only those letter that the Cyrillic and Latin alphabets have in common, so we placed the Cyrillic "ya" (is spelled like a flipped latin "R") letter on the front side of the card, and a contact info on the other.

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

With low budget, we could achieve the main goal – reach drivers who could get into trouble and will need a lawyer who could help them. During the campaign, we reached 3500 unfair drivers who increased an amount of calls to lawyer in 4 times and amount of e-mails in 2. Site visits increased 5 times, while Facebook page visits increased 4 times.

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

Using a business card as media is not that impressive these days. However, via using this media in the right context, we achieved the assigned task in a creative and memorable for people we needed way.

Target audience: dishonest driver who don’t pay for parking in city and conceal parts of their number plates with various things: scraps of paper, compact discs, maple leaves etc. Target media: business card placed instead of things drivers use to conceal number plates Concrete drivers who don’t pay for parking became core TA so we didn’t pay for contacts with people who have less chances for need in lawyers services.