Category B02. Use of Ambient Media: Small Scale
Entrant RED KEDS Moscow, RUSSIA
Idea Creation RED KEDS Moscow, RUSSIA
Name Company Position
Valeriy Volchetskiy REDKEDS Creative Agency Creative Director
Viacheslav Evseev REDKEDS Creative Agency Associate Creative Director
Yulia Kapustyan REDKEDS Creative Agency Copywriter
Margarita Babich REDKEDS Creative Agency Copywriter
Nikita Lanndau REDKEDS Creative Agency Art Director
Alina Chugunova REDKEDS Creative Agency Group Head

Why is this work relevant for Direct?

We used direct communication with people drinking at the bar – one of the three largest taxi audiences.


BACKGROUND CityMobil is the second-largest taxi app in Russia. Taxiportation is a philosophy of moving around the city by taxi. And this is the well-known slogan of CityMobil. PROBLEM Bars are in the top-3 of the most popular places where taxis are called (after airports and train stations). However, in bars people don’t want to look at ads. In bars people want to drink with friends. How to make such an advertisement to be noticed?

Describe the creative idea (30% of vote)

SOLUTION In Russia there is an old tradition named "PO POSLEDNEY", which means to drink the last round before going home. In collaboration with the NOOR bar, we have designed a strong cocktail shot right for this situation. Taxiportation is the first cocktail, which includes a taxi to your home. When a guest orders the cocktail, bartender put a glass on the bonfire. There is a promo code on the other side of this bonfire. You can use it for a free ride, not just for the first one.

Describe the strategy (20% of vote)

People less often use CityMobil than Yandex.Taxi (the market leader) when leaving bars. We thought that we had to understand how to become top of mind for drunk people.

Describe the execution (20% of vote)

We came up with an original way of distributing of promo codes, based on the Russian tradition of drinking "the last" before leaving. We made a cocktail, with which a person received a code for a trip home. The man said to the bartender "Po posledney" (the last) and got a cocktail.

List the results (30% of vote)

Within two weeks, 531 cocktails were drunk. During the month, the number of people departing from the NOOR Bar by CityMobil taxi increased by 67%. And we shared a cocktail recipe and promo codes with other bars.