CONTENT WARNING: NO SEATBELTS

TitleCONTENT WARNING: NO SEATBELTS
BrandYANDEX GO
Product/ServiceYANDEX GO
Category B01. Use of TV & Other Screens
Entrant YANDEX MAGIC CAMP Moscow, RUSSIA
Idea Creation YANDEX MAGIC CAMP Moscow, RUSSIA
Media Placement YANDEX MAGIC CAMP Moscow, RUSSIA
Production YANDEX MAGIC CAMP Moscow, RUSSIA
Credits
Name Company Position
Olga Vertinskaya Yandex Magic Camp Creative Director
Evgenia Abramova Yandex Magic Camp Art Director
Andrey Koziy Yandex Magic Camp Copywriter
Tatyana Shekhovtsova Yandex Magic Camp Senior Strategist
Dmitry Polikanov Yandex Magic Camp Producer
Elizaveta Khmeleva Yandex Magic Camp PR Manager
Mitya Meshcheryakov Yandex Magic Camp Head of Creative In-house Agency

Why is this work relevant for Media?

We used the pre-roll format, adapted it for our task, and instead of standard commercials we showed a content warning.

Background

Yandex Go is the most popular taxi and car sharing service in Russia. And one of our main goals is travel safety. But 63% of taxi passengers don’t wear seat belts. Therefore we want to fix this.

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

What shapes people’s habits? Movies, for one thing. Viewers are warned before movies that show smoking. We have reused this approach for our purpose. By using the format of warnings before movies, we have portrayed car trips without seat belts as dangerous behavior. And asked the viewers to use seat belts at all times. Even in the back seat.

Describe the strategy (20% of vote)

We targeted everyone who rides in a car as a passenger and taxi passengers. We used pre-rolls in front of films with the actors unbuckled in the frame. Mandatory condition was to put it right before the movie in case of several pre-rolls. The campaign had minimal budget, because we considered it as an experimental format for Yandex Go and could not predict its performance. The budget was determined according to the supplier’s prices and the placement duration of 3 months.

Describe the execution (20% of vote)

We went through the 2 358 movies on Yandex (the most popular search engine in Russia) and put warnings before the movies that showed scenes with people not wearing seat belts (70% of the total number of films). We used pre-rolls for the Yandex.Video (video-on-demand service) и drive-in movie theater.

List the results (30% of vote)

In a group of viewers who saw the pre-roll, 15% more people agreed with the importance of wearing seat belts. Campaign reach — 3 mln people.