The education quest «Cresland Treasure» that is taking place within the framework of wide-scale campaign “Car Seat to Every Child” tours Russia as a road-train. As many as 10 big cities visited during one month, tens of thousand of contacts with target audience, thousands of responses in media and social networks - this is the result of applying the modern marketing tool.

According to the studies of the Central Russian Polling Center only 47% of parents of children under 12 have car seats for their kids. About 20% consider that keeping children on the mom’s arms is more reliable whereas 13% are resolute that in case of a Motor Vehicle Accident (MVA) the chair will be useless.

«33% of parents of kids under 12 just are unaware of the efficiency of a child car seat, of its protection level in case of accident, – tells Maxim Pisarev, the strategic director of Zavod agency. – It cannot be explained by a video clip. Therefore, we developed a marketing instrument whereby the “explanations is visiting you”.

Specially trained promoters and lecturers of the State Traffic Police are touring the most problematic regions where they explain to parents and their children in the format of a play why the use of a car seat is obligatory and how it should be selected to fit a child».

The road-train «Cresland Treasure» comprises two promo-trucks, a simulator but and accompanying minivan. Huge promo-trucks branded in style of “Car Seat to Each Child” campaign convert into training classes and solemn ceremony halls in those cities where the action is staged. The main stages of the educating game develop at the territory of a theme park or inside a popular shopping areas; the promo-trucks and the bus are usually  parked near by.

The promo-trucks and transforming lorries are new at the Russian roads.  Double-deck mobile pavilion in compact shape has the same size as a usual truck; when unfolded it forms an area of  85 sq.m. Powerful sound, plasma panels, DJ stand, air conditioner and even a kitchen with running water and refrigerator help deliver to regional consumer promo-activities with absolutely new quality standard. The hosting party should provide only one thing – electricity line.

«This is the first time we see such transforming trucks; nobody has brought us yet anything similar», – share their standpoint the participants of the action in Ryazan, Tambov and Kaluga. The visitors are happy to take their pictures against the gigantic colorful trucks.

Each move of the "Cresland Treasure" action has a resonant response in media. All regional media sources attend the promo-campaign on obligatory basis. «You know this is a big event for us, – explains the Head of Department to Promote Traffic-Road Safety of the Mobile Regiment and Traffic Road Safety Directorate of the Traffic Police of the Russian Federation in Kaluga Region, lieutenant-colonel Olga Lobanova. – This is not entertainment but an important social action which should take place in every participating region».

“Cresland Treasures” is an exciting quest (an adventure game) that involved the whole family. Interactive games, contests, and sweepstakes are adapted to excite children of any age. Solving some problems, however, children should rely on assistance from adults. All participants get prizes and each prize is a mean of communicating with the target audience: This can be an educating brochure on car seats which at the same time can be used as a coloring book for children; a sticker for a car depicting a child sitting in a car seat; light reflecting key-ring or a discount certificate to buy a car seat.

The wide-scale social campaign “Car Seat to Every Child”  was imitated by the Russian State Traffic Police under support of the Russian Car Insurer Union; it was officially launched as of November 1. Agency «Zavod Consulting» was selected to implement the project.

Children are one of the most vulnerable categories of passengers. In similar Motor Vehicle Accidents (MVA) children suffer more than adult passengers. The existing protection systems inside cars are not designed to bring down risks of injuries for young passengers. Therefore, it is obligatory to use child restraining means (CRM) to the young passengers, the safest CRM being child seats. Starting with 2007, according to the Traffic Rules of the Russian Federation, the use of CRM is mandatory when children under 12 are riding inside a car.

The target audience of campaign "Car Seat to Every Child” are  future parents and parents of school children. The goal of the campaign is to convince parents that without a child seat there should not be any ride of children on cars.