PARKING SPACES FOR TICKET LOVERS

TitlePARKING SPACES FOR TICKET LOVERS
BrandUKRAINIAN PATROL POLICE
Category B05. Use of Ambient Media: Large Scale
Product/ServiceUKRAINIAN PATROL POLICE
Entrant ANGRY Kyiv, UKRAINE
Idea Creation ANGRY Kyiv, UKRAINE
PR ANGRY Kyiv, UKRAINE
Credits
Name Company Position
Serhii Malyk ANGRY agency Creative Director
Inna Alimova ANGRY agency Art Director
Grigoriy Nesmashniy ANGRY agency Copywriter
Inna Polshyna ANGRY agency Account Director

Why is this work relevant for Media?

Since the turn of the year 2020 Ukrainian patrol police have written around 40 thousand tickets for parking violations. Regular official statements and classic outdoor campaigns had little effect on the situation – drivers continue parking not where they’re allowed to, but where they want. So, this time we used a non-standard media channel and approached the problem with irony. We have selected the most “popular” illegal parking places among violators on the central roads of Kyiv and addressed them right there, right on the roads.

Background

Cars parked in unallotted places often cause long traffic jams and can even lead to accidents. Since the turn of the year 2020 Ukrainian patrol police have written around 40 thousand tickets for parking violations, and have towed over 9 thousand cars.

Describe the creative idea / insights (30% of vote)

If drivers hate tickets, why do they continue parking where they want, and not where they’re allowed to? Maybe they love tickets? That's why patrol police have created 100 parking spaces for ticket lovers to ironically remind the people of Kyiv about parking rules.

Describe the strategy (20% of vote)

Regular official statements and classic outdoor campaigns had little impact on the situation. We needed to address not all drivers at once, but specifically to the violators. Therefore, our strategy was to remind violators of the parking rules specifically at the time of parking in illegal parking areas.

Describe the execution (20% of vote)

We wanted these places to be clearly visible on the road, so we painted them with bright orange paint. 4х2-meter rectangles with the patrol police logo and “parking spaces for ticket lovers” inscriptions have been put downtown in the 100 places where drivers park illegally most often. We started with Kyiv, but now this outdoor campaign is starting to appear in other cities of Ukraine.

List the results (30% of vote)

The campaign was a huge success. In just three days we’ve received over 125 publications in the media, and 5 news spots on TV (for $0 spent). We’ve reached 28 000 000 media impressions, while Ukraine’s population is currently around 37 000 000. 98% of comments on social media were positive – people have appreciated the irony. This has become the biggest guerilla campaign ever made to start a public dialogue on illegal parking.