While creating the strategy we decided to go to the pub and see what happens around it.

An observation of many people going for a pee on the streets helped us come up with the idea.

We asked a few of the street pissers – whether they would choose to pee outside or in a toilet, if they had a choice and why they decided to pee outside.

Most of them answered that they would only pee outside if there was no toilet nearby.

But the toilet was close...

Thats why we decided to attract new customers by getting them to our clean toilet from the streets.

After the idea was chosen, we started installing our system near 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 instead, most of them stayed for a drink.

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

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

Monthly number of customers increased by 79%

We raised awareness of street-peeing as a problem.

Moscow became a bit cleaner

The work is relevant for a few reasons.

To begin with, we used guerrilla approach which was a great success and resulted in a significant business impact (79% raise in the monthly number of customers).

Secondly, our audience was contacted exactly at the right moment for them to visit the pub.

Moreover, traditional methods wouldn't let us target our audience as precise, as our approach did.

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

Both male and female, 21 to 45 years old, usually visiting a few places over a night.

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

When on a night out, many people 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.

The plan was to use the territory surrounding the pub, so that our future customers could find us really fast and easy.

The Left Bank Pub opened in the center of Moscow.

The pub became sort of popular, but not as much as the owners expected.

The brief was:

To Increase the monthly number of pub customers by using an alternative approach to advertising (due to a small budget)