HOLMES&WATSON

The idea for the campaign is rich in humor that is characteristic for Georgians and has become quite fun and easily memorable among all layers of society. The concept of the campaign is as follows: air pollution in Georgia in the future has reached a level at which coughing has become an integral part of life and so the language of coughing has become dominant and the only means of communication.

The campaign covered almost all traditional and non-traditional media channels (street ads, Khvelingvisti Facebook page, coughing of TV presenters, ads on radio with coughing, prints, etc.). It has effectively delivered key message to the target audience – “Let's clean up our respiratory tracts together" and highlighted Tegeta Motors' offer for free vehicle inspections on the toxicity of exhaust emissions.

As a result, the social responsibility of citizens has increased signicantly. The proof is seen through the radical increase in addressing Tegeta Motors' service center in the months following the launch of the campaign for the purpose of vehicle emission toxicity check-ups.