Festival of photography
«Moscow Public Transport»
The power of UGC or how we managed to involve 3,000 Muscovites in the contest and engaged them to generate photographs of Moscow transport.
1. Conducting a UGC contest on Instagram in cooperation with Moscow Transport.
2. Supervising an offline photo exhibition at the «Vystavochnaya» metro station.
3. Organization of the Winners’ award ceremony and launching of a thematic train.
Our main task was to show Moscow’s multimodal transport infrastructure, which serves as a regional, national and international hub for passenger and freight traffic.
In order to maximize the reach and engagement of the competition, we actively supported the event on multiple digital platforms: a specially launched website and social media.
Before launching social networks, we prepared a variety of content, for which our creative team organized shootings of public transport networks.
Then we developed a convenient website and filled it with our exclusive visuals.
During the entire period of the competition, we encouraged the participants, reported news and shared interesting facts about the history of Moscow transport.
Moreover, we received the support from the leading print media that announced the event.
The winners’ works were presented at «Vystavochnaya» metro station. There were 10 nominations: metro, MCC, tram, bus, electric bus, taxi, car sharing, bike rental, MCD and multimodal transport infrastructure.
The most important thing was that every participant could get to the real exhibition through photos on social networks. Thereby, we managed to connect online and offline activities.
Our team developed the concept for the photo album called «Moscow Transport» which was one of the awards. Instead of using an usual photo as a cover we decided to be creative and make it bright red.
Our album design is dedicated to the variety of urban solutions united by «Moscow Transport».
«With a reference to the corporate identity, we chose a minimalistic red cover with a pattern. This decision emphasizes that the whole system is important, and not a specific vehicle».
In order to make a useful reminder of the contest, we put together the visual part and interesting facts in the content of the albums.
It was important for us to cover an educational part of the contest, so we combined the photos of the participants with extra information about every thematic nomination.
We decided to create five doubled cars: each one dedicated to a particular type of transport.
To ensure maximum safety for participants, we organized the Awards Ceremony in a hybrid format — online and offline.
The winners and everyone interested were invited to a live broadcast on Zoom from the «Krasnaya Presnya» depot, where the thematic train was launched.
The ceremony was held by Yulia Romanova-Kutina, also known as «voice of the metro». and Yulia Temnikova, deputy head of the Moscow metro.
Winners received various awards due to the place they won: for the first place — personalized steles and unlimited «Troika» cards for one year with a picture of their contest work, for the second place — certificates for a night subway tour, for the third place — exclusive photo albums.
The «Moscow Transport» photo festival, which took place on Instagram from November 21, 2019 to December 15, 2019, gathered more than 3,000 participants.
Since November 21, 2019, our average numbers amounted to:
More than 4 000 new subscribers
Over 4 500 thousands likes, over 2 000 saves
The total reach amounts to more than 1.5 million
Dozens of publications in the media and social networks.
We managed to give the participants the opportunity to learn more about Moscow transport, but most importantly, to share incredible emotions and show their talent to the whole city.