Complex promotion of Whoosh kickshare service — 2024

With the slogan ‘Customise your city’, the Whoosh advertising campaign was launched in July 2024 as part of a renewed brand platform and communication and media strategy developed by Voskhod. The framework was based on desk research of the market, audience and competitors.

Outdoor advertising and banners used ‘routes’ of scooter rides, including known locations in each city of placement. The digital campaign included integrations with bloggers on YouTube and VK Video, as well as an ambassadorship format with Alexander Usoltsev,  author of the MoscowWalks channel. The blogger conducted 7 stream excursions on a scooter and created a special project on one of the most interesting routes. 

As part of the campaign, murals by famous graffiti artists Anatoly Atochkin and Denis Vertigo were created in Moscow and St. Petersburg to reflect the main message of the brand. The art objects received additional coverage due to the resources of the selected locations (Design Factory and Brusnitsyn quarter) and UGC.   

The coverage of the advertising campaign in July-August was 54-89% of the cities' population aged 18 and over (13.4 million people). The main media pressure was on the core audience of 25-35.

Against the backdrop of marketing activities, Whoosh noted an increase in operational indicators for the first nine months of 2024: number of trips (42%), registered accounts (36%), and average number of trips per active user (35%).