HOW BRANDED VEHICLES "HACKED" TRAFFIC FINES SYSTEM
|Title||HOW BRANDED VEHICLES "HACKED" TRAFFIC FINES SYSTEM|
|Product/Service||MIR CARD |
NSPK MIR Moscow, RUSSIA
ADWISE Moscow, RUSSIA
||Creative Group Head
Cultural / Context information for the jury
Over the last few years non-cash payments have dramatically increased in Russia. In 2019, non-cash payments accounted for over 63% of retail transactions. People trust non-cash payments, so car owners tend to choose them when it comes to paying traffic fines.* A high demand for non-cash payment fueled competition in several categories: bank services, navigators, state organizations, telecoms, and traffic fines.
“MIR” wanted increase its share of the “Traffic fines” category
Moscow has one of the highest number of traffic surveillance cameras in the world. (2590) People receive fines on regular bases since all the city being watched over (26 000 000 fines per year)
Write a short summary of the ambient work.
We explored Moscow city, and identified places with the highest level of traffic violations
Then we placed our branded cars in those locations in full view of traffic cameras. The Branded ‘MIR Payment’ cars had our promotion message clearly written on them.
When any vehicle is photographed breaking the rules, they receive photographic evidence and clearly visible in the photograph is our car– with our commission free payment offer.
Fines were received for Speeding, Expired parking and Road markings violations – in each fine our Mir commission free payment offer clearly visible.