HOW BRANDED VEHICLES "HACKED" TRAFFIC FINES SYSTEM

Short List
TitleHOW BRANDED VEHICLES "HACKED" TRAFFIC FINES SYSTEM
BrandNSPK JSC
Category D06. Transit
Product/ServiceMIR CARD
Entrant NSPK MIR Moscow, RUSSIA
Idea Creation ADWISE Moscow, RUSSIA
Credits
Name Company Position
Andrey Kambulov ADWISE 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.