Promote the Left Bank Pub not just as a great place for drinking, but also as a location

to piss!

After the idea was chosen, we started installing our system near the pub.

We launched the campaign in August, and the very first night we got new customers who came after visiting the installation.

We finished in October when people already knew about the pub.

Lasers, cameras, speakers and lights were installed near the pub. When anyone decided to pee there, lights turned on and speakers invited people to use our toilet, most of them stayed for a drink.

Tier 1:

More than 5 000 tweets about our pub

More than 30 media outlets wrote/talked about the pub.

Tier 2:

We raised awareness of street-peeing as a problem.

Moscow became a bit cleaner

Tier 3:

Monthly number of customers increased by 79%

The work caused a lot of hype and the campaign became a hot topic

of discussion in the (drinking) community.

Our target audience were the frequent clubbers and drinkers in Moscow.

We decided to get them while they are going from one bar or pub to another. (which is a usual practice)

When on a night out people sometimes decide to pee outside, while they are going from one bar or pub to another.

Whats better than to catch them by surprise and get them to our clean toilet from the streets.

PR was not planned, media and public just got our campaign in sight.

A new Pub opened in the center of Moscow.

The brief was:

To Increase the monthly number of pub customers by using an alternative approach to advertising.