Young Cannes Lions Belarus 2019, Client. Team 1

1. Safety challenge:
STOP IT!
Team №1
March, 2019

2. Company profile
«A-100» is a private gas station network
consist of 35 objects located in the capital
and large cities
Our gas station is visited more than
30 000 customers every day
80% our customers are between
the ages of 18-44
83% - man, 17% - women
Our customers have different status, background
and income level

3. Background
The topic of domestic violence is a taboo
The imperfection of the legal system & the absence of infrastructure
led to frustration
The discussion only starts in case of an incident, associated with a
threat of life
It still isn’t obvious for society, how to define domestic violence in
contrast with an acceptable loss of emotional control
The violence is being wrong understood mostly as physical damage
(bites & traumas) while the psychological, social and sexual violence
are kept out of sight

4. Insight
Target audience
Car owners who use our gas station services and worry about their cars
«The automobile provides the freedom. Life is freedom»
«No client will be silent if a car accident happens»
«No client will be silent if he faces the lack of service on a gas station»
«There is no shame to speak on damage caused to a car or lack of service,
the same story is about your life»
If you do take care of your car,
why not to care of yourself?

5. The solution
CAMPAIGN:
BREAK
THE TABOO
30 DAYS
SAFETY
CHALLEGE
PURPLE
BRACELETS
COMMUNITY
STOP IT!
Through the
metaphor of a
car accident,
show the
inadmissibility
of any kind of
violence against
a person
Drawing attention
to the topic, we
offer our clients
Card KIT to test
their lives on
security and quality
by taking a part in a
30 days Safety
challenge
We offer a place
to meet safety,
where people
could feel support.
The purple
bracelet could be
a symbol of not
accepting of any
forms of violence

6. How it works
30day
every day
every
10 days
bonus
сommunity
&
-50%
insurance
=
Product: 30 days Safety challenge Kit
1 card
section 2
section 3
references
to promo web-site
info about specific
type of violence
and contacts in
case of emergence
mini-test
to establish if you are
in a risk group
section 1
CARD
аre you abused?
text info
2. My partner is unwilling to adapt to my needs and expectations.
Strongly agree Neither agree nor disagree Strongly Disagree
1. My partner never admits when she or he is wrong.
Strongly agree Neither agree nor disagree Strongly Disagree
3. My partner is more insensitive than caring.
Strongly agree Neither agree nor disagree Strongly Disagree

7. Benefits
• The ability to change the society's attitude towards
violence through the target audience of a station from
the active traffic
• An additional channel to inform and update the theme
via transparent and clear to the drivers
• Corporate social responsibility
• Strengthen brand positioning as socially oriented,
support those who really need help.
• To obtain additional income through the sale of
«Your safety challenge» kits and coffee.

8. Marketing budget - $250 000
Agency task is to develop:
- Brand complex
- Communication strategy, including ATL, BTL, SMM
- Visual identity (incl design of cards and promo materials)
- Key messages (incl moto, slogan etc)
- PR campaign
KPI
Job to be done
30 000 100 000 15 1,5 mln +2%5 000
Sold kits
«Safety challenge»
& bracelets
Cups of
promo-coffee
Meeting
during company
Number of
insurances sold NPSAudience coverage