CAR CURLING

ClientSM POLIS INSURANCE
Category F02. Costs / Creative Performance PR Campaign
TitleCAR CURLING
Product/ServiceSMPOLIS.RU INSURANCE AGENCY
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Credits
Name Company Position
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

We set up 50 car accidents in 2 hours just for fun.

The Brief

With one used Oka car price of $300 the overall budget of the event was about $5000. This includes the cars themselves, service preparation, painting, ice skating ring booking and everything else. We had a 0 media budget, only free and earned media.

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. We invited: • Smartpolis clients • Journalists • Famous businessmen • Professional curling players

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 earned media reached $5 000 000. The website traffic increased by 700%. Smartpolis gained new partners and the founder of the agency became a local celebrity. The average new client check raised by 23%.

The Situation

With 0 media budget we reached a huge audience all over the world.

The Strategy

Big insurance companies are terrible to deal with. Their contracts are incredibly complicated, and in case of an accident they do everything to accuse you and not to pay. That's why Russians don’t like buying insurance. But they like fun games.