| Title | Content Warning: No Seatbelts |
| Brief | 63% of taxi passengers don't wear seat belts. One of the reasons is the influence of mass culture. For example, actors in many movies do not use seat belts. So, in order to bring people’s attention to seat belts, we have reused the format of warnings before movies.We went through the TOP 2500 movies on Yandex and put warnings before the movies that showed scenes with people not wearing seat belts (that's 70% from TOP 2500 list). We used pre-rolls for the drive-in cinema and for Yandex.Video.As a result, the campaign reach — 3 mln people. In a group of viewers who saw the pre-roll, 15% more people agreed with the importance of wearing seat belts. |
| Agency |
Yandex Magic Camp
|
| Campaign |
Content Warning: No Seatbelts
|
| Advertiser |
Yandex
|
| Brand |
Ridehailing & Carsharing App
|
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| Posted | November 2021 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Case Study
|
| Creative Director |
O..a Ver......aya Subscribers Only
|
| Art Director |
E....ia Ab....va Subscribers Only
|
| Copywriter |
A...ey K...y Subscribers Only
|
| Senior Strategist |
T....na She......ova Subscribers Only
|
| Producer |
D...ry Po.....ov Subscribers Only
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| PR Manager |
El.....ta Kh....va Subscribers Only
|
| Head of Creative Studio |
M...a Mes.......kov Subscribers Only
|
