Online city newspaper The Village.ru has won a collection of awards at the Golden Drum Awards for “Parking Douche”, a mobile app (Android and iOS) designed to tackle social unacceptable parking behaviour in Russia. Parking is at a premium in many places, and to make it worse, there are many people who don’t seem to care about others. The free app allows people to take pictures of wrongly parked cars, along with registration number, type and colour. The data streams live to pop-up banner ads targeting people whose IP address are close to locations where these cars were parked. The car appears to be parked in the middle of the article. As the reader hovers over the banner they learn that the car is annoying people in a certain street in the city right now just like it’s doing on the site. To close the banner the user is invited to share the picture of the ‘parking douche’ in social media.
The Parking Douche campaign was developed at Look At Me, Moscow, by creative directors Katya Bazilevskaya and Rob Ikki, art director Vladimir Shreyder, copywriter Alexey Artyukhov, account director/manager Alya Gabdurakhmanova, technical director Alexander Rybyakov, mobile app developer Alexander Simonov and Flash developer Alexander Redinger.
The campaign won Grand Prix at the Golden Drum Awards in October 2012 for Mobile, Digital Campaigns, Mobile Campaigns, Innovative Campaigns, Silver Drum for Digital, New/Innovative, in addition to Gold Mobile Lion at Cannes International Festival in June 2012.