Mobile > Mobile Applications

PARKING DOUCHE

LOOK AT ME, Moscow / THE VILLAGE / 2012

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image

Overview

Credits

Overview

BriefExplanation

'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media.

We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked.

These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site.

The user was motivated to share the picture of the 'parking douche' in social media to close the banner.

Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.

More Entries from News, Weather and Media in Mobile

24 items

Grand Prix Cannes Lions
HILLTOP RE-IMAGINED FOR COCA-COLA

Best User Experience

HILLTOP RE-IMAGINED FOR COCA-COLA

GOOGLE, GROW INTERACTIVE

(opens in a new tab)

More Entries from LOOK AT ME

13 items

Gold Cannes Lions
PARKING DOUCHE

News, Weather and Media

PARKING DOUCHE

THE VILLAGE, LOOK AT ME

(opens in a new tab)