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Published/Aired: 
March 2011
Charter Tourist Agency Outdoor Ad -  Snowballs

Description

Play snowballs with billboard! In the Urals snow stays for half- year. Naturally, people get tired of it and dream of holidays in warm countries. In outdoor advertising of tourist agency “Charter” snow helped Ural people move far from snow. One had to choose a country shown on the board, hit it with snowball and take a picture of successful throw. The picture gave a discount for the trip to the chosen country. The news about playing snowballs with outdoor advertising appeared in many local media. Several hundred of accurate townspeople went on holidays. During a month of off-season promotion the number of “Charter” clients exceeded the figure of peak season.

Outdoor advertisement created by Voskhod, Russia for Charter Tourist Agency, within the category: Transport.

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SF's picture

ermm... are u just hitting a board? but i'd do it for 9.9% discount.

SF
Activity Score 126
Art Director
artyduran's picture

Simple and great idea.

artyduran
Activity Score 1582
Copywriter
morse's picture

Well done. Simple and great indeed.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

atb2005's picture

How is this a great idea?? Look how many times the billboard has been hit (pic 2). I could take a pic of another person's hit.. Makes no sense, and it's hardly entertaining.

This is the first time I've been disappointed by Voskhod.

atb2005
Activity Score 13557
Evgeny Primachenko's picture

Hello. The thing is that we actually even wanted some people to take a pic of another person's hit. Late winter is a dead season for tourist agencies in Russia and almost every company gives a reduction of 10% to the consumers. Our discount is not unique. The problem is that even with this kind of offer Russian people don't like to fly somewhere during winter. So we needed to make the process of taking the discount more fun. And believe me - playing snowballs is pretty damn fun thing to do :)
Anyway, thank you for the opinion.

Evgeny Primachenko
Activity Score 22
Wieden + Kennedy Amsterdam
artyduran's picture

Even if you take a picture of someone else's hit, you're already interacting with the advertisement. Therefore, it works.

artyduran
Activity Score 1582
Copywriter
notanugget's picture

Yes, exactly.

notanugget
Activity Score 135
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