BELOVED CITY, WE ARE WITH YOU!

ClientTAXOVICHKOF
Category E03. Real-Time Response
TitleBELOVED CITY, WE ARE WITH YOU!
Product/ServiceTAXOVICHKOF TAXI SERVICE
Entrant GRANAT COMMUNICATIONS Saint Petersburg, RUSSIA
Idea Creation GRANAT COMMUNICATIONS Saint Petersburg, RUSSIA
Media Placement GRANAT COMMUNICATIONS Saint Petersburg, RUSSIA
PR GRANAT COMMUNICATIONS Saint Petersburg, RUSSIA
Production GRANAT COMMUNICATIONS Saint Petersburg, RUSSIA
Credits
Name Company Position
Valentina Golovacheva Granat communications PR Director
Yulia Gurevich Granat communications Account Director
Sergey Shabanov Granat communications SMM Strategist
Anastasia Beloglazova Granat communications PR Manager
Helena Golikova Granat communications PR Manager

The Campaign

Taxovichkof was the first to find a solution for the city’s travel mayhem. The company could not stay away from the tragedy in the beloved city. It took just fifteen minutes to offer an idea to the client and to arrange it. And in just fifteen minutes, the first taxis started driving people home. For free. It was very important to spread information as quickly as possible. Taxovichkof's own social page on vk.com (the most popular russian social network) is followed by > 73 000 subscribers. So vk.com was chosen as the first channel of communication. At 3:32 p.m., Taxovichkof published a post in social media. "Beloved city, we are all with you! Right now, Taxovichkof hurled all efforts into providing citizens with transportation. If you happen to see Taxovichkof’s car nearby the stations, feel free to get into it".

Creative Execution

Taxovichkof was the first. Total reach on vk.com exceeded 10,000,000 views. People took the brand's initiative as a guide to action. Ordinary drivers began offering their help. Fellow travelers started searching for each other in social media and maps to share a car. In an hour, the city authorities announced free use of overground public transport. Two hours later, other taxi providers also joined Taxovichkof’s initiative. A network of filling stations offered free refills to drivers. Cafés decided to give out free coffee and tea to citizens. Mobile network operators declared cell phone calling free. Brands reaction timeline: 3:32. p.m. Taxovichkof. 4:40. p.m. Public transport. 5:22. p.m. Yandex.Taxi and Uber taxi services. 6:16. p.m. MTS and MegaFon mobile network operators. 7:34 p.m. Gazprom Neft filling stations.

Social media reach: One post on vk.com: 1,222,950 views > 28,000 likes 4,510 shares > 1,700 comments > 1,000 new subscribers to the Taxovichkof's public for 1 day Total reach on vk.com (including posts on other public pages): > 10,000,000 views > 3,000 grateful comments Media reach: 1,100,751,940 media impressions > 150 mentions in the largest media sources in just eight hours Issues on 10 TV channels Grateful responses from the Government of St. Petersburg, the popular bloggers and ordinary people. That day Taxovichkof helped drive around six thousand people home free of charge. April the third happened to be a tragic day in city’s history. However, it will be remembered forever as the day of true kindness.

3.15 p.m. The subway was closed. 3.32 p.m. Taxovichkof published a post in social media. Thousands reposted the message in the next hour. One post on vk.com was viewed by million of users (1,222,950). People found a chance to get back home. A press release was issued and distributed. Leading publishing houses in the country and the city released the information on air. More then 150 mentions in the largest media sources were reached in just eight hours. 10 TV channels showed Taxovichkof in the news. Total media impressions accounted for more than a billion contacts (1,100,751,940). And this is when an incredible thing has happened… A quick response that the company has given awoke an echo in people’s hearts. Everyone started helping another.