Agency: Initiative Russia


Russia is a country of centralized supply of heat and hot water. From the combined heat and power plant hot water flows through the pipes to each house. It is a complex system with old worn out equipment, which requires annual prevention. Therefore, they cut off hot water every summer for two weeks. Every summer Russian women suffer from the lack of hot water during this period.

Dove has a solution, this is a dry shampoo, which refresh and revive hair between washes. Main objective is to increase product awareness and sales of certain brand SKU. It is not all as easy as it sounds because dry shampoo is associated with compromise decision while Russian women value true beauty primarily. That's why our task was also to make them aware of the product in the most receptive mood - when dry shampoo usage seems to be a great decision.


All the targetings were based on open data. Moscow Government every year uploads dataset with hot water shutdown schedule, it includes more than 80,000 line items. Dataset includes address of location, type (living quarters or non-residential facility), start and finish date of annual overhaul. List of location was sorted, non-residential facility was excluded, all living quarters addresses were processed into coordinates, mapped and combine into clusters (several multi-storey houses standing at a slight distance from each other) for high-precision targeted advertising.