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UberSearch by Proximity: Uber used car art to find a missing child in Russia

UberSearch campaign launched by Uber, Russian Ministry of Internal Affairs, Missing Children Organization and Proximity (BBDO Russia Group) helped to bring Yana home.

Uber and Proximity (BBDO Russia Group) launched UberSEARCH — an experimental way to search for missing children in a big city by placing portraits of the missing ones on cars. The campaign resulted in finding Yana, one of the missing children.

A lot of Russian car owners put attention-grabbing visual art on their vehicles, not only to show-off, but also against car thieves. Cars with artworks attract so much attention that in case they get stolen most probably they will be found. But posters of missing children and search campaigns often go unnoticed, while according to the Russian Missing Children Organization, 70% of success in search for missing children depends on finding witnesses.

Uber teamed up with Proximity (BBDO Russia Group) to use car art to attract the attention of potential witnesses and help to find children. The Russian Ministry of Internal Affairs and Missing Children Organization provided cases of three missing children. Their portraits were then placed on Uber partners cars, whose owners volunteered to help to find the children.

“In Russia, photos of missing children are often displayed in very poor quality, and traditional posters have a very limited reach. We asked artists to draw eye-catching artworks based on the photos given by the police, and instead of using airbrush and painting the cars, we used printed car stickers to place these artworks on Uber partners cars. Thus we decreased the time and money spent on production while ensuring the eye-catchiness of the artworks”, said Proximity representative.

Uber also sent out notifications through its app with the information about the UberSEARCH campaign.

In less than 2 hours after the launch the faces of the missing children appeared on the most popular Russian websites, were featured on federal TV channels and kicked off conversations and posts across social media platforms. The campaign helped the police to locate the whereabouts of Yana, one of the three missing children UberSEARCH searched for. Yana was then found and is now safe.

“Our team was very unusual, but it worked! We also received an inquiry from another transportation service to join the project on a volunteer basis”, said Dmitry Vtorov, Head of the Missing Children Organization.

In Russia, the UberSearch campaign ran as UberPOISK, ‘poisk’ being the transliteration of the Russian ‘поиск’ which means ‘search’.

Client Uber
Head of communications in Russia and CIS — Evgeniya Shipova
Marketing manager — Kateryna Khomych, Evgeniya Tabakova, Kseniya Stepanova

Advertisitng Agency: Proximity (BBDO Russia Group)
Agency website http://bbdogroup.ru/eng/about/agency/proximity/
Creative director — Mihai Coliban
Acting creative director — Ilya Andreyev
Copywriter — Yura Kabasin
Art director — Kin Loong Lee (Sean)
Designer — Julia Belyakova
Account director — Alexander Makarovsky
Account manager — Alena Zhukova
Project manager — Anza Randriambeloson
Producer — Valery Gorokhov

Illustrations — Bang Bang Studio
Videо director — Alexey Belov
DOP — Konstantin Mazov
Editing — Yurii Karih


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Romance’s New Film “Maman, la Plus Belle du Monde” Promotes Intermarché’s Own Brands

They say kids always tell the truth, but can we really believe them when it comes to cookies?

That’s the idea behind this film, about a boy who proudly offers Chabrior cookies to everyone he happens upon… bragging about how his mom baked them.

But what’s he hiding?

Last year, Intermarché launched its Eat Better movement with the love story “L’Amour L’Amour”. One year on, with its new film “Maman, la plus belle du monde”*, Intermarché aims to highlight its unique status as both producer and distributor with the same emotion seen in its previous work.

This time, the grocery chain, which is the only French distributor to produce over 2,000 products in its own factories, is pushing its own brands, specifically, its line of cookies, Chabrior.

Like with their last two films, which featured the music of Mouloudji (“l’Amour l’Amour”) and Henri Salvador (“J’ai tant rêvé”), Intermarché and its agency Romance carefully selected “Maman, la plus belle du monde” by Luis Mariano, to reinforce the emotion of the film, which was directed by Rudi Rosenberg (Insurrection).

Vincent Bronsard, Operational and Strategic Marketing Manager, Intermarché notes, “Our “Producers and Distributors” model is unique. We’re the only ones who make our brand products in our 62 production houses in France.”

Christophe Lichtenstein, President, Romance, adds, “Intermarché is the 3rd largest French distributor. It’s also the 5th largest agroalimentaire group thanks to its brands, each of which has a story. We wanted to use this film to tell people that don’t shop at Intermarché about them, as they symbolize the chain’s modernity and attractivity.”

“Our challenge was to give the brands the same emotional discourse as that of the store. Each of these brands belongs in the communication landscape we’ve been building over the last year and a half, they reinforce the perception of the proximity and quality that Intermarché offers.” sasys Alexandre Hervé, Creative Director, Romance.


Brand Credits:
Strategic and Operational Marketing Director: Caroline Puechoultres
Marketing Manager: Vincent Bronsard
Brand and Communications Director: Vincent Fièvre
External Communications Manager: Véronique Legueult
Advertising Director: Augustin de Vulpian
Advertising Manager: Camille Sassi
External Communications Manager: Sandrine Bousquet

Agency Credits:
President: Christophe Lichtenstein
Creative Director: Alexandre Hervé
Director, Strategy: Romain Roux
Copywriter: Damien Veillet
Art Director: Vincent Boursaud
Associate Director: Marie-Laure Dangeon
Account Manager: Estelle Littaye
TV Producer: Sophie Mégrous
Post-Producer: Jérôme Deplatière

Director: Rudi Rosenberg
Production Company: Insurrection
Sound Production: THE

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