| Title | CAR CURLING |
| Brand | SM POLIS INSURANCE |
| Product/Service | SMPOLIS.RU INSURANCE AGENCY |
| Category |
B08. Use of Events |
|
Entrant
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VOSKHOD Ekaterinburg, RUSSIA
|
|
Idea Creation
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VOSKHOD Ekaterinburg, RUSSIA
|
|
Media Placement
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
PR
|
VOSKHOD Ekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Executive Creative Director |
| Vladislav Derevyannikh |
Voskhod |
Design Director |
| Anton Mamykin |
Voskhod |
Copywriter |
| Alexander Sinyuk |
Voskhod |
Copywriter |
| Elizaveta Larionova |
Voskhod |
BTL manager |
| Dmitry Donik |
Voskhod |
Head of non-standard projects |
The Campaign
Russians don’t like buying insurance. They like fun games.
Creative Execution
Smpolis Insurance presents: A first ever Car Curling Tournament.
A target, 6 cars, 4 teams: it’s like curling but with cars instead of rocks.
The one who puts the car closer to the center wins.
A huge buzz all over the world
In 2 days we got:
More than 10 000 mass media publications, news coverage, blog articles and social media posts with 1 billion media impressions
With 0 media spend Smartpolis website traffic increased by 700%.
We combined a non-traditional sport sponsored event with promo campaign.
Insights, Strategy and the Idea
We set up 50 car accidents in 2 hours just for fun.