Marketing in Moscow

There is a huge add hanging next to the red square where we had the last douzend years the hotel Russia. It's big, and it's nice. They pinned some car models on it complete with lights.
I drive by it every day, and I am really impressed every time.

Now two weeks ago a Germany guy (living in London) showed me the add and recognized that there is a significant difference between all Russian car adds and the German one.
All this adds in Moscow are about "be the first", "be the fastest"... . In Germany it is more like "Advantage with technique", "For The Nature" or "Drive Comfortable".

As more surprising as that you spend you driving time here staying in traffic jams just producing smog. And even if the streets would be free (e.g. Tuesday night, 3 am) the condition of the streets don't allow you to speed too much.

Of course, also in Germany (great highways, no speeding limit) is a clientele which wants to drive fast. But this is the 18 - 25 year, poor, VW or Fiat target group.
You would not make for them a 1 million dollar add next to the red square (respective the Reichstag).

This observation is actually really interesting if you want to push a product in the CIS market. Make yourself a favor, don't copy your western campaign, don't appeal on the brain, not even on the heart. You want to sell, to target the balls.

P.S.
The picture I got from http://englishrussia.com/?p=1839 (thx), as that my sucked.