Another International Victory of the Campaign kabatzaglis.lv

The campaign Kabatzaglis.lv (Pickpocket.lv) , which was prepared by ZOOM!, has won the golden award in 19th annual advertising festival EPICA , which in advertising circles is being equated to the Golden Palm of the Cannes Films Festival or the Golden Bear of the Berlin Films Festival. „Kabatzaglis.lv” received the award in the category of integrated communications campaigns .

The social public information campaign, which was supported by the State Police and seven commercial banks of Latvia, was ordered at the advertising agency ZOOM! by BankServiss (now subsidiary First Data International in Latvia) in March 2005. Its aim was to draw people’s attention to the possibilities to protect themselves against pickpockets. At the same time, the campaign pointed out – even if one gets robbed, it is possible to emerge unharmed and make the gain of pickpockets equal to zero - namely, it is a payment card i. During the campaign, real and professional pickpockets, who are serving their time in imprisonment in Latvia, spoke openly on their experience. In the TV and radio commercials, on the website of the campaign, and on outdoor posters, they were telling people how delighted they are about people’s mistakes and carelessness, which makes the work of pickpockets significantly easier.

The campaign took place in August, and in the result, comparing the data of 2004 and 2005, positive trends in card payment figures were seen. During the campaign, the number of transactions with cards grew by 60% on average, whereas the value of transactions grew by 30% on average. An especially dynamic growth of the number of card payments was seen in relation to transactions with small amounts that exceed 3 lats. Thus it can be concluded that the aim of the campaign – to convince card users not to keep large amounts of cash in the wallet together with a payment card and use a card for payments more often – has been fulfilled. Also the number of active cards used in payments for purchases grew by 30% during the campaign.

About EPICA :

EPICA is being referred to as the largest advertising festival in Europe. In it, the European jet set of advertising, films production, photo and designing is represented. The competition is huge: more than half a thousand agencies from more than 40 countries take part in the festival every year, and on average five thousand works compete for the awards. EPICA’s jury consists of representatives of the leading specialised advertising media of Europe. This year, all the works were assessed by professionals from 32 magazines from 23 countries. There were two criteria for assessment – originality and performance quality. First Data Latvia congratulates the agency ZOOM! on another splendid victory and is delighted on the successful result of the campaign that has been reached during the preparation of the campaign and during it, in an atmosphere of professional mutual trust.