Imagine driving down a street and a dystopian-looking police woman arriving in an all-pink suit with a gas mask hands you an air pollution ticket -- a situation that occurred 60,000 times as part of a car insurance campaign. In Tbilisi, Georgia, the air quality is extremely poor, largely because people refuse to get their cars upgraded to the acceptable standards.
GPI Holding facilitated a radical and effective anti-pollution insurance campaign, creating a fake law enforcement team that gave out 60,000 fake tickets to drivers of harmful polluting cars. The campaign gained a huge amount of leverage, joined by real politicians and news broadcasters in fake statements about a new "air tax." People were directed to a website where they would learn that the less their car pollutes, the less their insurance would cost.
Not only did this campaign result in more awareness about air pollution, but it also garnered GPI Holding a 400% sales increase and 25% more customers.