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.

Solutions: Conducting a UGC contest on Instagram

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.

Supervising an offline photo exhibition

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.

Organization of the Winners’ award ceremony and launching a branded train
Development of a design for photo album

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.

The design concept of the train

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.

Supervising the Awards Ceremony

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: 

ER: 11.17%

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.