Kakdela

It seems that eXile newspaper started a new category “Reklama Report” on the never boring subject of Russian advertising practices. “Horoshiye Dela” by Alex Shifrin is about kakdela.ru promotion techniques:

The idea to tag walls as a form of advertising wasn't suggested to Kakdela by an expensive ad agency. This was something that they did because it was cheap and they needed to get their name out. It was done because they decided that it was the right thing to do. It took someone with a strong, likely inadvertent, intuition for advertising techniques, and the guts to go out and deface public urban objects, knowing full well that if they pissed anyone off, it wouldn't really be hard to track the vandals down. This is a campaign that cost almost nothing to produce, and anyone who's seen it around town has been exposed to some of the most effective brand building tactics out in the market. By being truly low end, and grass roots, the campaign with a pack of West superimposed on a graffiti laden print, with the tagline "We speak the language of the streets," which is patently ridiculous. Anyone who has to tell you that they have street cred... obviously has none. Put this billboard up against Kakdela, and tell me which of the two has managed to achieve real street credibility.

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